Planters peanuts is staging an advertising comeback with relaunch
work produced by the creative independent, Grounds Morris.
The campaign, due to start at the end of next month, marks the start of
efforts by Trigon Snacks, the brand’s owner, to turn Planters into a
potent competitor to KP, which leads the nuts market.
The appointment of Grounds Morris comes eight months after Planters was
sold by Walkers to Trigon, a new company led by Ray McGhee, the former
sales and marketing director of the Phileas Fogg company, Derwent Valley
Foods. Media will be handled by John Ayling and Associates.
McGhee wants to bring a Phileas Fogg-type approach to the nuts
The initial brief to Grounds Morris is to increase listings for Planters
via trade advertising. ’We hope to evolve this into a full-scale
campaign,’ Louise Jackson, Trigon’s marketing manager, said.