ManiLife launches its first brand campaign: ‘Nuts so Fancy’

Today premium peanut butter brand ManiLife launches its first brand campaign ‘Nuts so Fancy’.  The purpose is to highlight the fact that not all nuts are equal, and it’s the quality of the ManiLife nuts that make its award winning peanut butter ‘like no other’.

Developed in collaboration with creative agency Sprowt, ‘Nuts so Fancy’ puts the spotlight on ManiLife’s Argentinian hand-picked, specially roasted nuts showcasing their quality and taste. It’s this dedication to flavour that makes their award winning peanut butter unmatched, offering a depth and richness that food lovers can’t get enough of.     

The creative playfully juxtaposes how the humble nut can be “fancy” with lines like ‘Nuts so fancy they use their best plates when guests are around’ and ‘Nut so fancy they eat pizza with cutlery’. The artwork heroes the product and features Deep Roast Crunchy and Original Roast Smooth. 

Targeting true food lovers, the campaign will run for two weeks, launching with OOH across 500 London sites including The Knightsbridge Tower and the West London premium large format screen. It will be supported with a nationwide digital campaign, brand partnerships, influencer marketing and a ManiLife ‘Nuts so Fancy’ take on a Supper Club. 

Stu Macdonald, Founder, Manilife comments: “There’s Peanut Butter and then there’s ManiLife Peanut Butter.  This campaign is about making people aware of the fact that not all nuts are equal. And that the type of nuts used at ManiLife significantly changes the taste, texture and quality of the peanut butter. We source the best nuts from a single estate in Argentina and we want our customers to be as obsessed with our nuts as we are.”

Carly Osman, MD, Sprowt comments: “As we developed the ‘Nuts so Fancy’ campaign with ManiLife, we wanted to highlight that real food lovers aren’t looking for pretence or formality—they’re passionate about bold, unforgettable flavours. ManiLife’s commitment to quality, from their hand-picked Argentinian nuts to their rich, deep-roasted peanut butter, is exactly what people who love food crave. This campaign is a playful celebration of that obsession with great taste, showing that sometimes even the humblest ingredients can be the fanciest when they’re done right.”

Source: Sprowt

  Advertising, Campaign, Food, London, ManiLife, Marketing, OOH, Sprowt, UK