MOJU is stepping up its brand & category investment with the start of a multi-million-pound campaign, spanning the autumn and winter months, set to reach 48 million people across the UK.
The campaign kicked off in early October with AV and OOH alongside a major sampling push set to put 40,000 MOJU shots into people’s hands. Activity will span key opportunities across the MOJU range, from immunity to new formats and occasions.
The investment comes as functional shots enter an important period for the category, with run rates across October and November typically 20% higher than in the two months prior, as colder weather puts health and immunity front of mind for shoppers. Functional Shots’ share of Chilled Juice also rises by 25%¹ at this time of year, as shoppers increasingly turn to the format.
For October, MOJU is dialling up its focus on immunity, bringing a fresh, more enjoyable approach to everyday health and immune support. Across the OOH campaign, MOJU brings its characteristic straight to the point and punchy tone to the season with ‘IMMUNITY COMING IN HOT’, ‘GIVE IMMUNITY A SHOT’ and ‘FIRE UP YOUR DAILY DEFENCES’, supported by messaging around the products’ naturally sourced vitamin credentials.
MOJU will bring the campaign to life with an interactive ‘Fresh Hits For Your Immunity’ sampling experience, with DJs dishing out fresh hits and big energy – further positioning MOJU as a flavour packed, fun way to support your daily health, wellbeing and immunity.
Alongside immunity, dedicated creative will also support MOJU’s new Ginger Double Shot exclusive to Tesco Express, shot with the new format available as part of the retailer’s Meal Deal, as shoppers increasingly look for ways to support their health and wellbeing goals at lunchtime.
Leigh Kilby, Head of Brand & Creative at MOJU, said:
“Autumn is a key opportunity to bring more people into functional shots, when immunity is increasingly on people’s minds. This investment gives us the opportunity to show up at scale, drive trial and grow the category, with MOJU at the heart of it. We’ve evolved the creative to put even more focus on the role our products can play in people’s lives, while keeping it unmistakably MOJU – bold, energetic and hard to miss. This campaign is all about making every day immune support feel more enjoyable, while giving people even more reasons to bring MOJU into their day.”
The campaign launched across AV on 1st October, running throughout the month, with OOH joining from 19th October. Creative developed by Leo UK, with media handled by Bicycle.
1: NIQ Total Coverage Sales 9 weeks w.e 29.11.25 vs Prior Period
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