Pic’s peanut butter, founded by Nelson man Pic Picot, has grown into a pantry staple in a short time since its humble beginnings in 2007 and this, its first integrated marketing campaign, proves that when it comes to making great peanut butter, there’s ‘nutting to it.’

Picot’s foray into peanut butter making was inspired when he discovered a jar he’d purchased was loaded with sugar. Upon calling the jar’s freephone number he was told, “most people prefer it with sugar Sir.” Determined to make a better butter his journey was born as he made a roaster out of a concrete mixer, bought a benchtop grinder, sourced a tonne of peanuts and got to work.

Says Adam Thompson, ECD, Augusto: “With two key ingredients and a really simple process, Pic’s aren’t big on overcomplicating their simple (but really good) peanut butter.

“Made with just peanuts and a pinch of sea salt, roasted, blended, then squished into iconic jars. Job done. There’s no need for the advertising to be complex either.”

Featuring a giant heap of fresh peanuts, a cement mixer, and the man himself, the new work out of Augusto takes a stripped back, handmade approach across everything. The hero film video is captured in a single shot, using the latest in lo-fi, handmade technology. Pic’s iconic branding is then used in a simple graphic style across street posters and lo-fi animations.

The campaign rolls out across digital, social, OOH, and radio.

Pic’s team: Head of Marketing: Laura Cahill Brand Managers: Caroline Holland, Claire Wouters

Augusto team: ECD: Adam Thompson Copywriter: Tom Davies Art Director: Tess Saxby Account Director: Lauren Oxnam Strategy: Matt Kingston Head of design: James Davison Designer: Nina Vasiljevic

Director James Solomon DOP: Maria Ines Manchego Producer: Valentine Tayor Head of Production: Simone Goulding Production Manager: Isabelle Graham Production Coordinator: Lucy Caccioppoli Post Manager: Zoe Jones Editors: Connor Farrell, Corbin Dallas GFX/Animation: Shaun Madgwick Grade: Mike Carpinter Sound design: Amy Barber

Media: MBM, Loren Smith & Matt Bale

Wait, this is a joke right? “Nutting to it”….

Sadly just a pun about nuts. But enjoy the other thing

Obviously a few anon 12 yr olds on here with adventurous tastebuds. Nutting to it

it wasn’t easy but i did. had to watch it 3 times tho.

Good on em for putting themselves out there. The work’s noice but nuts are so funny *giggle.

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