Nutty campaign launched via R&R for Mother Earth

A new range of sweet and savoury flavoured nuts ‘Nutty Sensations’ by Mother Earth have been launched with a nutty campaign via R&R.

R&R Creative Director, Kelly Putter is thrilled with the new campaign. “We quickly discovered a great way to build affinity with Nutty Sensations is through the introduction of bold, unusual and quirky characters that add colour and personality. Which of course is also perfectly in-synch with flavours like Smokey Spanish Cashews, Tangy Sriracha Cashews and Dill Pickle & Cheddar Cashews. Throw in a nod to the always dramatic Wes Anderson and the end result is, in our view, a compelling campaign that demands engagement, sparks excitement and causes immediate trial. Can’t ask for more than that.”

Debbie McKibbin, GM Grocery Marketing & Innovation at Prolife Foods, says the new flavours add a modern and more diverse element to the Mother Earth range and emphasises the new campaign is already breaking through the usual Christmas noise.

“The goal with this campaign was to build on our connection with the consumer in a manner that is relevant, distinctive, and memorable. And that’s exactly what Mother Earth and R&R have delivered. It’s a bit different, a bit unexpected, quite playful and a lot of fun. It also works really well as it maintains a clear and direct connection to our core brand positioning ‘We Speak Family’.”

Credits

Prolife Foods. Debbie McKibbin, GM Grocery Marketing & Innovation; Nicole Sneddon, Brand Manager

R&R. Jen Rolfe, Kelly Putter, Lauren Proud, Kylie Greenslade, Graham Banister.

Spark Foundry. Daniel Ly, Gavinella Pereira.

The Collective Force. Jason Jones, Simeon Patience.