Lucky Cat Takes Nut-Fuelled Voyage of Self Discovery in Select Harvests' New Brand Campaign

Select Harvests has launched ‘Eat Lucky. Live Lucky’, a new positioning and integrated brand campaign for its household favourite, Lucky Nuts. Lucky Nuts has not released a national consumer campaign for some time and required a memorable hook to remind consumers of the brand – in particular the brand name.

Created by Saatchi & Saatchi, the national campaign is set to launch on broadcast television, across social and in print. Jae Morrison from Finch directed the campaign film.

Suzanne Douglas, general manager consumer at Select Harvests, said: “For over 60 years, Lucky Nuts has been trusted by Australians for cooking, baking and snacking. We’re proud to bring a memorable campaign like this to market at a time when all Australians could do with a good laugh.”

“As a child the only time I ever saw a nut was from the inside of a chocolate bar. Turns out they’re actually quite good for you." added Simon Bagnasco, executive creative director of Saatchi & Saatchi. "Which is one of the reasons I’m so pleased we could be part of this tremendous campaign.”