Emerald Nuts Calls Out Nonsense in the Snack Aisle
Emerald Nuts isn’t just cutting through the clutter - it’s calling it out. In a bold new campaign from agency of record Blue Chip, the brand takes direct aim at the artificial, overcomplicated options dominating the snack aisle. With humour as its weapon and simplicity as its shield, Emerald redefines what 'good-for-you' really means - no gimmicks, no nonsense, just full flavour.
In the lead spot, 'Bit of a Stretch,' fictional Country & Western duo 'Jericho & The Biscuit' attempt to lead the home crowd in a traditional rendition of 'Take Me Out to the Ball Game.' Their performance goes awry as The Biscuit (while snacking on a can of generic nuts, laden with nonsensical ingredients) sings equally nonsensical lyrics. The spot poses the question “Are your nuts full of nonsense?” before closing with the new brand line: Full of Flavour. No Nonsense.
“We’re putting an end to snack aisle confusion,” said Elaine Lohse, Emerald’s senior director of marketing. “With Emerald, what you see is what you get - no artificial flavours or preservatives, just simple, crave-worthy flavour.”
In the past year, Emerald has expanded production, reformulated products, and introduced new packaging. Blue Chip has helped bring the rebrand to life in a new website and now is taking “no nonsense” to media.
“You can only take nuts so seriously - they’re inherently funny,” said Joel Walker, executive creative director at Blue Chip. “The ‘nothing artificial’ message has been done before, so we found a fresh way in by embracing the absurdity of today’s world. Nonsense became the perfect metaphor.”
The No Nonsense campaign is powered by a dynamic, multi-channel media strategy designed to maximise reach and engagement. The plan combines premium Connected TV placements on Hulu, Peacock, and Paramount+ with high-impact YouTube TV integrations. Additionally, the campaign extends across paid digital media and social, custom influencer collaborations, and strategic retail activations - ensuring a seamless presence both in-store and online at key moments of purchase.
