Planters snacks on mobile to support new nut mix
By Chantal Tode
April 20, 2012
Planters new nut mix is being promoted via mobile
Planters, a division of Kraft Foods, is running mobile ads within the Men's Health mobile applications to promote its new nut mix.
The new Planters NUT-rition Men’s Health Recommended Mix is a blend of almonds, peanuts and pistachios, nuts that are favored by men, according to the company. The item is featured in new television advertising, on the back cover of the May 2012 issue of Men’s Health magazine, in social media and via ads in Men’s Health mobile apps.
“Planters partnered with Men’s Health because we saw a need for more healthy snacks for guys,” said Scott Marcus, senior brand manager for Planters, Northfield, IL.
“Men’s Health is a trusted authority on nutrition and manliness, so it made perfect sense for us to come together to create what we think is an ideal, nutritious snack for men,” he said.
“The Men’s Health mobile applications – like Workouts Lite and Eat This, Not That – are perfect ways to reach consumers at the moment when they are looking for information about nutrition, snacking and wellness.”
Mobile in the mix
The mobile ads within the Men’s Health apps will be part of on-going support for the new mix. The ads will also promote a mobile version of the new “Manliest Mix” game.
In the game, users are able to challenge the Men’s Health Mix Team – Mr. Peanut, as well as almond and pistachio characters – to an arm-wrestling boxing match.
The ads will include a call to action to download the game.
Consumers can also “like” Mr. Peanut on Facebook to check out the Men's Health Recommended Mix and to play the game.
The campaign was developed by BEING.
“Mobile plays an important role in the overall media plan – it’s a way for us to reach the right audience in the right context at the right time,” Mr. Marcus said. “We look forward to this effort yielding valuable mobile learnings that we can utilize in future campaigns.”
According to a recent survey from Planters, men are taking steps to stay healthy by, among other things, choosing healthier snacks. The survey also revealed that 67 percent of men choose to eat nuts because they are convenient and 64 percent because they are healthy.
The company developed Planters NUT-rition Men's Health Recommended Mix in partnership with Men’s Health magazine with these men in mind.
A one-ounce serving of Planters NUT-rition Men's Health Recommended Mix provides six grams of protein, six vitamins and minerals, including antioxidant vitamin E, niacin, phosphorus, magnesium, copper and manganese, and is a good source of dietary fiber.
“Our goal with this mobile media is to establish yet another touch point to connect with and engage consumers,” Mr. Marcus said. “Mobile efforts will provide another way for consumers to interact with the Planters brand and Mr. Peanut in a very memorable and fun way.”
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