Grace Foods UK is launching its biggest ever ATL campaign for the market-leading Grace Aloe Vera soft drinks range.
The £1million campaign runs from July to October reaching in excess of 10m consumers.
Shoppers will be encouraged to ‘Reboot Your Normal’ with a light-hearted take on everyday ‘normal’ activities.
The integrated campaign includes underground advertising, digital escalator panels, sampling, social media advertising, influencer outreach and a national PR campaign.
Nyree Chambers, Grace Foods UK’s Head of Marketing says: “The ‘Reboot Your Normal’ campaign highlights that Grace Aloe Vera breaks with what’s expected. It’s the drink for people who want to take a break from the norm and try something new and different. It’s unique texture, flavour and ingredients are truly distinct and a real reboot of the soft drinks category.
“The range is made with real aloe vera pieces and meets shopper demand for thirstquenching interesting drinks so we’re confident that once shoppers try it they’ll become advocates for the brand.
“It’s our biggest ever investment in Grace Aloe Vera and we believe ‘Reboot Your Normal’ will drive shopper demand to an all-time-high.
The campaign follows the recent launch of new pack designs and limited edition £1.15 price-marked 500ml packs which are creating on-shelf stand out.
“Grace Aloe Vera already has a powerful market share of almost 80%* and the new campaign is set to increase this. Now is the time for retailers to make sure they stock the range to ensure they take their share of the profits,” concludes Chambers.
*1: IRI UK Caribbean Food & Drink, Retail Sales, Period MAT 52 w/e 31 Dec 2016