Nuts and health in a consumer world

Claudia Higgins

Marketing Manager, Nuts for Life

Atkins

Paleo

Sugar free

Gluten-free

5:2

Keto

Raw

Vegetarian

Vegan

Growing populations

• More than 2 million Australians identify as vegetarian.

(Roy Morgan)

• Australia’s packaged vegan food market worth $215m by 2020.

(Euromontior International)

• 1 in 7 Australian adults managing GI symptoms by avoiding wheat and/or dairy.

(CSIRO)

Nuts can be the answer.

How Nuts for Life harnesses this

• Small program, modest budget.

• Consumer marketing program less than 1 year old.

Clear objective

Contribute to the nutritional reputation of nuts by educating, inspiring

and reminding our target audience to buy and eat nuts every day.

Educate

• Differentiating factors:

Health driven program.

No product to sell.

• Foundational health messaging.

• Myth-busting.

Example: winter activity

• Traditional media campaign using celebrity

and social influencers.

• Rooted in health.

• “Comfort eating doesn’t have to weigh you

down.”

• Range of new recipes and tips for how to use

nuts during the cooler months.

Inspire

• Drive consumption by showing how.

• Beautiful content.

• Aspirational creators.

• Achievable ideas.

Example: Christmas

• Test activity: can we make space for nuts?

• Social media campaign, high profile influencers.

• 1 million opportunities to see.

• $0.01 / opportunity.

• Engagement: 12% Instagram.

8% Facebook.

Remind

• Frequency is key.

• Social media.

• Ongoing, relevant conversations.

• Strong brand positioning.

Example: social program

• Can be highly targeted.

• Created and curated content.

• Contributors feature regularly.

• Almost 2 million impressions.

• Average engagement: 12% Instagram.

6% Facebook.

• Costs and cost ratios optimising each month.

Nuts 30 Days 30 Ways

• New direction in 2018, evolving in 2019.

• Educating consumers on the benefits of

nuts, inspiring purchase, and keeping nuts

top of mind as an easy, healthy snack.

Nuts 30 Days 30 Ways

• Owned social channels.

• Earned traditional and social media.

• New content development.

• Celebrity and high-profile influencers.

• Media and influencer launch event.

Nuts 30 Days 30 Ways

• 14.9 million opportunities to see in 2018.

• Owned channels: 1.1 million

• 7.4% engagement rate

• 89% fan increase, 100% retention

• 600 recipe saves or bookmarks

• Earned channels: 13.8 million

• 324 media clips

• Influencers: 4.4m via media, 1.9m in their own channels

There is a place for nuts and health in a

consumer world.