Kellogg's hunts for most cray cray Crunchy Nut fan

Kellogg's is today launching "Search for the ultimate Crunchy Nutter", a digital-led campaign that challenges lovers of Crunchy Nut cereal to eat a bowl "in a troublesome place or at a troublesome time".

Kellogg's hunts for most cray cray Crunchy Nut fan

Contestants are then invited to share video evidence using the hashtag #TastesTooGood. The search aims to identify the biggest Crunchy Nut devotee in the UK.

The challenge was developed with the brand’s agency partners DigitasLBi and Leo Burnett, and is part of a £6m spend on the brand this year – 31% of which is going on digital. The spend is almost triple (183%) on the previous year.

The reach of the challenge will be increased by a suite of social influencers posting their own entries, including comedian Cian Twomey and Radio 1 DJ Scott Mills.

Crunchy Nut is the UK's third best-selling cereal brand, after Weetabix and Quaker – but sales last year were down 6.1% to £73.7m (Nielsen, year to October 2016).

The campaign was created by art director Lewis Beaton and copywriter Alex Moore for DigitasLBi and Leo Burnett, and directed by George Sawyer through production company Channel X.

Gareth Maguire, cereal marketing director for Kellogg’s UK & Republic of Ireland, said: "We are excited about investing at this scale in Kellogg’s Crunchy Nut – it is no. 1 for taste in the UK market and, as consumers know, the food is irresistible.

"Crunchy Nut is in more than 6.5 million households across the UK. That means there are plenty of Crunchy Nutters across the nation, and we are looking forward to seeing the breadth of troublesome situations in which #TastesTooGood comes to life."