The campaign, which is fronted by comedian and Crunchy Nut devotee Ellie Taylor, was launched on social media today (17 September). Over the next two weeks, the brand will select three ‘nutty nominees’ to take part in a series of challenges.
Taylor will oversee the tasks that promise to test the candidates to their limits and deliver instructions from a remote command centre. Cameras will capture footage from the day, which will be broadcast on the Crunchy Nut Facebook page.
The final winner will be gifted with a year’s supply of the cereal. The competition entry window will close on 24 September, while the winner will be announced on 20 October.
Laura Keay, senior European marketing manager at the Kellogg Company, said: "We know our Crunchy Nutters would do absolutely anything for their favourite cereal – they’re nuts about it. So we asked Ellie Taylor to create a series of daring challenges to show how far these fans are willing to go to take the title of Utter Crunchy Nutter and win a year’s supply of cereal."
Kellogg’s is working with agency Taylor Herring to execute to campaign. The two companies collaborated in July to create a wacky picnic kit stunt in order to promote Kelloggs' Special K brand.
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