Vanguard Creative Group Creates Radio Spots to Brand Kar's Nuts with Drivers

FERNDALE, Mich., Aug. 9, 2004 -- Did you ever think the metronomic sound of your car as it hits road pavement could strengthen a brand? What about the turn signal or windshield wipers?

Kar's Nuts and their advertising agency, Vanguard Creative Group, are counting on it.

Three :60-second radio spots link familiar car sounds with the Kar's Nuts name and to the convenient places you can drive to get their products for a snack. A fourth spot runs at 3:00 p.m. daily, reminding consumers that it's the perfect time for a Kar's snack, utilizing the humor of the familiar Westminster chime in the background.

"We are banking on the theory that the convenient availability of Kar's products while on-the-go or traveling will connect to people through the sounds of their car," says Greg Williams, president of Vanguard. "We were looking to link a quick, healthy snack available at virtually every corner gas station or convenience store with the humor and interesting association of the spots. We're hoping the ads are memorable and likeable for Kar's."

Creative director and copywriter, Mike Sullivan, was brought in to join Vanguard's creative team. The voice talent is Wayne David Parker. RMS Productions produced the spots.

"We are extremely pleased with our new radio campaign. This is the kind of creativity we appreciate that will strengthen the Kar's brand," says Nick Nicolay, president and CEO of Kar's.

Kar's Nuts has been in business since 1939 selling roasted peanuts at Briggs stadium. After WW II, the business moved to Ferndale. The Company is a processor of quality nuts and snack mixes. The company distributes its products through a direct store delivery model to convenience stores, gas stations and grocery stores in Michigan, Ohio, Indiana and Chicago. In addition, Kar's sells product nationally via vending distributors and warehouse clubs (Sam's Clubs and Costco Business Centers).

Vanguard Creative Group, a full-service advertising agency located in Farmington Hills, is a creative firm combining the science of strategy with the art of creativity for the success of their clients.