Following its full launch into the UK grocery and convenience channel in July 2016, Planters, the number one nut brand in the US, is set to air its first UK multimedia campaign.

Designed to communicate the brand’s personality and showcase its product portfolio, the campaign will be the UK debut for brand ambassador, Mr Peanut, an established figure in the US who recently celebrated his 100th birthday.

The £2.5m campaign kicks off at the end of January with a 30-second TV advert, and February and March will see Planters further supported on VOD (Video on Demand), whilst the brand will be consistently creating new content on YouTube, Google and Facebook to engage with across the year.

Kraft Heinz is supporting the launch with an up-weighted field sales team to provide support and help merchandise within the convenience, impulse, wholesale and foodservice channels.

Matt Mill, head of snacking UK and Europe at Kraft Heinz, commented: “Following a successful launch of Planters nuts into the UK market, we’re delighted that the brand will make its debut on UK screens.

“The comprehensive campaign will help to further heighten awareness of the brand, and will ensure Mr Peanut becomes synonymous with the Planters brand. With this in mind, retailers should look to stock the complete range to meet increased consumer demand.”