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Pic’s reveals there’s ‘nutting to’ their peanut butter


One man, a concrete mixer and some nuts are the stars of a stripped back, handmade, suitably minimal and quirky new campaign from Augusto for New Zealand’s much loved peanut butter brand Pic’s.

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, their 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.

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

“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

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