Pip & Nut’s Pippa Murray on distinctiveness, AI and building trust

Pip & Nut has turned a leaping squirrel, an unstabilised product and its founder’s story into a coherent brand. Pippa Murray explains how it has kept that identity while moving into mass media and new categories…
Pip & Nut has two extremely strong brand signals. One is visual: the now-iconic leaping squirrel across its packaging and advertising. The other is physical: the natural oil that rises to the top of its nut butter.
The first, the squirrel, drives recognition whilst