The campaign coincides with what publishing director Jo Smalley called a "refresh" for the magazine, which launched in 2004.
The drive will focus on what Nuts knows best – women and football – but following six months of research into perceptions of British men, the title also wants to bring humour to the forefront in a bid to attract more readers and advertisers.
IPC has planned a cross-platform campaign running until 2012 in Auto Trader, Xbox 360 Magazine and Metro, and will also invest in retail marketing opportunities.
Smalley said: "We are essentially looking at how we can invest in our key brands, and Nuts is one of our key brands in terms of how we reach men. We decided it would be a good idea to give it a push and wanted to target as many potential readers as possible.
"It's going to be a long-running campaign. A refresh is one thing, but we wanted to keep driving home the message that it's the funniest men’s magazine out there."
The campaign, launched today (15 August) and created by Leagas Delaney, will feature a series of comic situations that any man could find himself in, with the strapline "When you REALLY need something funny".
Nuts has a weekly circulation of 142,212 according to the latest Audit Bureau of Circulations figures, covering the second half of 2010.
"This was a 19.6% drop year on year, in line with the general picture for mens' magazines, which plummeted in last year's figures.
The revamped Nuts hits newsstands from tomorrow and features BBC's 'The Real Hustle' star Jessica-Jane Clement on the cover.
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