Pip & Nut, the second largest nut butter brand in the U.K., has launched an eye-catching new OOH campaign that humorously depicts the beyond-passionate feelings of the brand's superfans.
The campaign saw new billboards and posters go up across London and Leeds. The series of ads feature the brand's emblematic red squirrel dramatizing what Pip & Nut fans love most about the product.
Helmed by London-based independent creative agency Who Wot Why, the effort draws attention to the brand's quality product, positioning it as a superior alternative to other jars of nut butter on the market.
This is Who Wot Why's newest work following a long line of simple yet effective campaigns for Pip & Nut over the last five years.
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Research conducted by the agency in conjunction with Pip & Nut found that many fans are reportedly obsessed with the nut butter, with one saying they carried around a jar in their handbag and another claiming to drink it "straight from the jar".
Armed with this insight, the agency centered the campaign around these feelings of fixation, creating a message that is as effective as it is authentic.
In a statement, Pip & Nut Marketing Director Jacq Ellis-Jones highlighted how the campaign develops the brand:
“Our new campaign is an exciting new chapter in the brand’s development and a genuine reflection of how our audience relates to the product experience and where it fits into their lives. We’ve pulled that off with the same cheeky and punchy tone that has built the brand to date.”
Who Wot Why joint CCO and Co-Founder Sean Thompson chimed in to express his enthusiasm for how they executed the campaign, citing how it amps up the brand's "inescapable" social media presence.
"I love posters that hit people right between the eyes, I hate impossible to read lengthy copywriting. It's all about finding the simple truth of a brand and telling it in a honed and impactful way."
Due to a constantly evolving marketing landscape, OOH ads should convey messages in ways that are faster and smarter than ever before. This campaign accomplished both, highlighting the benefits of working with top advertising agencies.
With a signature brand voice rooted in humor and reality, Pip & Nut stays ahead of the curve in showing off its offerings.
Nuts for Nut Butter
Pip & Nut's new OOH centers around its adorable red squirrel, which has been a core part of its identity since 2019.
Billboards above tunnels and on bus stops depict the squirrel going absolutely "nuts" over a jar of Pip & Nut Crunchy Peanut Butter, with the brand logo being reflected in its eyes.
Utilzing hard-hitting and easily digestible copy, the campaign emphasizes the irresistible nature of the delicious product, telling fans "If you know, you know" — and if they don’t, they’ll want to join in the fun.
Pip & Nut isn't the only nut butter brand making waves with clever advertising. Last September, BBH USA helmed a very unique campaign for pet brand Milk-Bone in collaboration with Jif.
