The campaign is a multi-channel partnership celebrating the things the KP Nuts audience are ‘nuts about’ this Christmas. The campaign will involve various on-air radio promotions which will run across Bauer Media’s radio stations and shows; including Magic Radio, Absolute 80s and Absolute Breakfast, and will reward the audience with unique prizes from KP Nuts.
The campaign will be amplified across print featuring in Bauer Media’s Grazia, Closer and heat magazines, as well as via Magic Radio, Absolute Radio and Grazia’s online platforms, plus across Magic’s social media; offering the competition prize on Facebook.
The partnership with Magic will promote a competition encouraging listeners to go online to a KP branded competition page to tell them why they’re Nuts About Christmas for their chance to win £2,000.
The print element will see a four-page co-branded feature in the Grazia Christmas issue, hearing from three of Grazia’s editors on what they’re ‘nuts about’ this Christmas. The content will also be featured online.
Nadine Young, CEO, Starcom, said: “We all anticipate how very different this Christmas will be to any that we have experienced pre-Coronavirus. But this only gives brands a different kind of opportunity to connect, and create shared moments with their audiences – what better way to do so than by capitalising on the power of music to bring a smile to people’s faces.”
Sue Mackay, Marketing Manager, KP Nuts, said: “Bauer Media knows our target audience of 35-54-year-olds really well. Dubbing them the ‘Luminaries’, they recently conducted a large piece of research to understand this important group, so the fit made sense. A partnership needs to recognise the variety of different tastes, lives lived and households which make this group such a vibrant audience and celebrate that there’s no such thing as ‘normal’ for this age group anymore.”
Abby Carvosso Group Managing Director Bauer Media Advertising, said, “From our research we know that audiences will look for escapism, entertainment and connection this year as festivities will likely look quite different to previous years. With 70% of audiences agreeing that music and Christmas go hand-in-hand, the ‘Nuts about Christmas’ campaign is a perfect fit to get audiences in the mood and position KP Nuts front of mind this holiday period.”
The activity will run from Thursday 12th November to 30th December 2020.