Nurishment, the UK’s No.1 nutritionally enriched milk drink*1, is launching #CanDo, one of its biggest ever brand building campaigns, targeting students and young adults.
Running nationally from late April to October, #CanDo involves a large, branded fridge being sited in high footfall areas such as University campuses, fashion and leisure hotspots and shopper car parks.
Consumers will be encouraged to approach the fridge and open it with a special #CanDo passcode. The fully-wrapped fridge will feature a camera to record people’s reactions and people will be incentivized to post online what they’re doing with their #CanDo Nurishment.
“Nurishment consumers live in the moment and we’re reinforcing Nurishment’s role as the drink for people with a #CanDo attitude,” says Nyree Chambers, Head of Marketing at Grace Foods UK.
“The promotion will generate a huge amount of social media content, the space young adults occupy, enabling us to connect with our core consumers in an environment they live and breathe.”
#CanDo will be backed by a major sales distribution drive, targeting convenience stores within the catchment area.
“We’re confident that #CanDo will really engage students and young adults and the increased instore presence will make Nurishment even more accessible to loyalists and other people looking for a nutritionally-enriched pick-meup in a tasty, convenient format. Let’s do it!”
*1 IRI nutritionally enriched milk drink category – unit sales, period MAT 52 w/e February 25th, 2017