London, 6 January 2025: Independent creative company Who Wot Why launches new work for Pip & Nut, the UK’s No.2 nut butter brand*.
The agency’s challenge was to create an impactful OOH campaign to command attention and drive awareness of Pip & Nut’s superior product, and to develop an idea that expresses that not all nut butters are made equal. Transforming advocacy into infatuation, the idea centres around dramatizing what Pip & Nut fans love most about the product; its great taste.
Research from Pip & Nut and Who Wot Why shows that people are totally wild about the nut butters. In fact, the desire is off the chain. “I have a handbag jar that I take everywhere with me”, says one superfan. “I drink it straight from the jar”, says another.
An emblem of the brand since its inception, the red squirrel is a core part of Pip & Nut’s identity, first brought to life in communications back in 2019. Now,Who Wot Why is bringing the squirrel energy back, larger and more goggle-eyed than ever. The idea is to deliver the beyond passionate feeling that the targeted superfans have on social media, in their abbreviated tone of voice, on a larger-than-life scale.
The new OOH work is designed to deliver the out of control feeling of fixation; emotionally engaging the audience who eulogise about the nut butters. A series of executions featuring punchy, social media-defined headlines aims to evoke the feeling of fixation and drive the message that “If You Know You Know” and if you don’t, you’ll want to join in the fun. The campaign marks Pip & Nut’s largest investment in OOH to date. Launching nationwide for the first time, the work will be live across 500+ sites in London and Leeds for three weeks, including high-impact 96s, London Underground, buses and tactical 6s outside of grocers. The media was planned and executed by Build Media Limited.
Who Wot Why has been Pip & Nut’s partner of note for over 5 years and was instrumental in launching its brand platform and first communications back in 2019. Since then, Who Wot Why has delivered multiple campaigns for the brand.
Jacq Ellis-Jones, Marketing Director at Pip & Nut says: “Our new campaign is an exciting new chapter in the brand’s development and a genuine reflection of how our audience relates to the product experience and where it fits into their lives. We’ve pulled that off with the same cheeky and punchy tone that has built the brand to date”.
Sean Thompson, joint CCO and Co-Founder at Who Wot Why, says: “I love posters that hit people right between the eyes, I hate impossible to read lengthy copywriting. It’s all about finding the simple truth of a brand and telling it in a honed and impactful way. The truth is people are wild about this product. It’s inescapable on social media and that feeling is our tone of voice. Pip & Nut has grown with us to become a front runner in the nut butter arena, and we are here to help it grow even further”.
The work is the latest in a long line of Who Wot Why’s delivery of simple and effective OOH work, following recent platforms for Pip & Nut Peanut Butter, The Tofoo Co, MOJU Drinks, and AndThen Boxers for Mental Health.
