Whitworths partners with Aardman for launch of Bright Little Nuts ad campaign


Whitworths, the UK’s leading supplier of dried fruit and nut snacking products, has partnered with Aardman to create an advertising campaign that heroes Bright Little Nuts, a nut snack created for kids. The lively animation, directed by Aardman’s Asa Lucander, has launched exclusively on Whitworths’ social media channels. The 30-second ad brings to life the Bright Little Nuts ‘Nutwing’ characters through the art of 2D Flash Animation.

The commercial, devised by Chapter, was created during a 4 week period, in which each Nutwing
was meticulously transformed into an animated character by the expert team at Aardman. The advert, which is centred on the fantasy land of ‘Nutville’, tells the charming story of how The Nutwings collect and package Bright Little Nuts, delivering them to kids across the world. This product launch and campaign is just one part of Whitworths’ strategy to encourage healthier, natural choices among the young.

Phil Gowland, marketing director at Whitworths, comments: “As a brand we’re passionate about creating nutritious healthy snacks, and we’ve recognised that there is a gap in the market for a snacking product which is packed with good stuff that isn’t boring. Ultimately, that’s what we wanted to reflect in our latest advert.

“We wanted to bring the existing on-pack characters to life. When we first launched the product they didn’t have a name, let alone a backstory, and we knew that partnering with such a prestigious animation studio would help us bring these characters to life and tell the story of Bright Little Nuts in a truly unique and fun way.”

Ricky Neault, Agency Director, from Chapter, the creative agency that developed the advert, commented: “We thought Aardman was the perfect fit to communicate the story of Bright Little Nuts and the associated characters. As soon as we had ‘christened’ the characters, we began to imagine the world that The Nutwings lived in. All together, we wanted the advert to be full of movement, colour, wit and charm, and Aardman did a great job of creating a fun-filled flight through the energy-packed world of Bright Little Nuts.”

Bright Little Nuts will also be supporting Change4Life’s campaign this January to help families choose healthier snacks and reduce their children’s sugar intake. Whitworths are supporting in a number ways, including providing money off vouchers to people who sign up to Change4Life and providing samples to Change4Life experiential events across 10 dates in January and February, helping people to try healthier snacks.

Bright Little Nuts is a range of natural nut snacks for children aged 5+. The three tasty varieties are packed with health benefits including vitamins, minerals, protein and fibre, and each 20g snack pack contains just the right amount of halved or mini nuts to help fill them up when hunger hits between meals.

The advert will form part of a bigger TV advertising campaign which is set to launch later this year.