Pip & Nut, the UK's second-largest peanut butter brand, has launched a remarkable outdoor campaign that takes a humorous approach to fans' passion for the product.

The campaign features on billboards across London and Leeds and centers on the brand's iconic red squirrel. The squirrel dramatizes Pip & Nut fans' favorite things about the product, emphasizing the brand's product quality and saying, “If you know, you know.”

The campaign, created by London-based advertising agency Who Wot Why, aims to highlight Pip & Nut as a better alternative to other peanut butters on the market.