Prefer to find out more in another language? Select a country to visit our streamlined international version
Sun-Pat Peanut Butter Positive Sun-Pat Peanut Butter Logo Default

#spreadtheenergy

Sun-Pat peanut butter, owned by Hain Daniels, was looking to reaffirm its position in the growing peanut butter market and to highlight its nutritional credentials.

The Client

With a pedigree stretching back to 1871, Sun-Pat peanut butter, owned by Hain Daniels, was looking to re-affirm its position within the growing peanut butter market and to highlight its nutritional credentials.

The Challenge

KISS spotlight icon ​Reintroduce the Sun-Pat brand to the media after five years of no external communications

To position the nutritional credentials of Sun-Pat

To communicate the brand’s messaging to Sun-Pat’s target audience (parents and families)

The Kiss Solution

The Spread the Energy campaign was launched in November 2015 alongside Olympic long jump champion Greg Rutherford. The athlete helped promote Sun-Pat as a source of protein and as an ideal food choice before and after activity. As part of the campaign, a series of PR tactics were executed to drive brand awareness and key messages. These included: a national competition, radio day, BritMums twitter party, advertorials and interview placement in target titles.

The competition saw hundreds of sports teams across the UK enter for the chance to win £1,000 worth of new kit and equipment and to meet Greg himself. The day involved training sessions from Greg with an under 9’s football team and a motivational talk on the importance of nutrition in sport. The PR team secured attendance from Sky Sports News and the Ealing Gazette plus the day was covered by four regional titles. A further nine teams were also runner-ups in the competition and this was covered by 11 regional titles across the UK.

.

Working with Greg allowed nutritional messages to be elevated through media interviews, both through print and broadcast. A social splash for the hashtag #SpreadtheEnergy encouraged conversation online led by BritMums, key influencers for the target audience – trending 10th in the UK.

The campaign reached over 263 million people. The twitter party achieved 11.9 million impressions, and the radio day reached over 4.7 million listeners. Editorial coverage was secured in national media such as Daily Mail, Daily Telegraph and the Express as well as broadcast coverage with TalkSport and Sky Sports.

Contact