Real Handful is well-known for its delicious range of snacking peanuts, but now they’ve got their mitts on something altogether different…
Crunchy, light and extremely moreish, the ‘Air Nut’ uses an innovative aeration process to create an unusual, exciting texture never-before-seen in peanuts.
So to help prevent a wave of confused British consumers, we were asked to help Air Nuts take off in style, launching a social media campaign that introduces audiences to a whole new kind of nut.
Our Approach
Taking inspiration from Real Handful’s already slightly playful packaging, we decided to push things further for the social launch of Air Nuts – an evolution of their engaging tongue and cheek energy.
The overall campaign was based around two key messages – ‘Nuts, Evolved’ and ‘Snack Less Ordinary’, which allowed us to educate the consumer on what makes Air Nuts different while leaving the floor open for some wackier presentation…
Cue Air Nuts in every situation you can imagine – from unidentified flying nuts to the CEO posing as an astronaut!
By combining photography with graphical illustrations, we were able to depict the real product in unreal situations, putting the little oddballs front and centre on Real Handful channels (and hammering home the message that they’re out of this world).
And while this wacky content helped build on Real Handful’s personality, we used recipe reels, influencer content and motion pieces to show the product in action, getting across the product’s unique properties. And more importantly, its taste and texture!
To take tasting opportunities further, we also designed a ‘Snack Less Ordinary’ gifting box for Real Handful to use in tandem with the campaign, allowing them to get the product into people’s hands and spread their nutty message.
The result was a bonkers (or even nuts!) social feed that has since played its part in helping the product gain listings in Asda and Co-op.
