KP Snacks encourages Mo Bros to ‘check their nuts’ this Movember
Rates of testicular cancer have doubled over the past five decades, with more than 2,300 Brits diagnosed with testicular cancer every year.
However, if caught early, there is a 95% chance of survival, said Sue Mackay, KP Nuts marketing manager.
“Testicular cancer is the most common form of cancer in young men but there is a stigma attached to talking about it,” she added.
“This campaign aims to educate young men on the importance of checking their nuts, while raising a smile and as much money as possible for the charity.”
Leveraging on brand awareness and equity
The snack producer’s KP Nuts – the UK’s number one branded nut, with six million households purchasing products across the range annually – is using its brand awareness and equity to get more people talking about testicular cancer, supported by an £850k out-of-home and print advertising campaign.
The brand is also hosting a series of fundraising events around the UK throughout the month, including an exclusive comedy evening with Omid Djalil in London on November 12. He will be joined by up-and-coming comic Lee Peart and football legend John Hartson, who fought testicular cancer in his early 30s. The gig is free to attend, but donations to Movember will be welcomed.
“We want to use our brand awareness to help save lives by getting more people talking about testicular cancer. Men up and down the country are opening a packet of KP Nuts over a beer… a moment when we can raise awareness of the importance of regularly checking your nuts,” said Mackay.
The Movember Foundation charity has run annual Movember events around the world since 2004, to raise awareness and funds for men’s health issues, such as prostate cancer, testicular cancer, depression and suicide. The Foundation encourages men (referred to as 'Mo Bros') to get involved by growing moustaches during the month (a hybrid of ‘mo’ for moustache and November).