Launching in May, the pioneering health brand’s unmissable masterbrand initiative is a category driving campaign designed to prime shoppers, drive incremental purchase, and build long-term brand loyalty by educating consumers on the health benefits of consuming more nutritious Nuts, Seeds & Dried Fruit across all meal occasions against a backdrop of alarming public health.
The campaign is built to deliver visibility at scale, while driving behavioural change and repeat purchase across multiple categories, building on Whitworths credibility as a thought leader in nutrition after its successful brand relaunch in 2024. It will be anchored by a nationwide VOD campaign, supported by an integrated PR and marketing programme spanning social, outdoor and print media, and amplified by high-profile talent from the health and wellness space.
In-store, the campaign will come to life through impactful physical and digital activation, alongside a nationwide programme of sampling events from May to September – driving trial, conversion and category growth.
70% of the UK population fail to get their recommended daily intake of essential macro and micronutrients but most brands and guidelines focus on what people should remove from their diet only. Instead of creating campaigns to stop people eating certain foods, Whitworths wants to close the nutrition gap by encouraging and demonstrating just how easy it is to hit daily nutritional targets through nutritionally-rich nuts, seeds and dried fruit, leading to an incredible array of scientifically proven health benefits from chronic disease risk reduction, improved energy, vitality, mental health and even better sleep.
Eating just five portions of nuts per week has been shown to reduce heart disease risk by up to 50%. The latest whitepaper from Whitworths, ‘Gaps to Gains’ delves deeper into this and culminated in a hugely successful parliamentary event in March moving Whitworths one step closer to their goal of nuts and seeds being included in the 5-a day guidance in the UK.
Phil Gowland, Whitworths’ commercial director and director of health, said: “Our multi-million investment into the UK’s biggest nutrition campaign will support Whitworths’ mission of making good nutrition feel easy, accessible and achievable for everyone. The aim is not just to boost category & branded sales but to actually overhaul the UK’s attitudes towards daily snacking and meal nutrition, by refusing to demonise the foods we eat regularly and instead focus on positive nutrition achieved through inclusion to create the fuel we need to survive and in fact to thrive.”
