Nutritionally balanced milk drink NRICH is literally smashing it with the launch of an adventurous new online marketing campaign. Live from the 5th of January 2016, the brand’s high impact #SMASHIT campaign is unveiling seven short videos, each showing a food item considered unhealthy, being smashed to smithereens by a can of NRICH. The foods being obliterated include a plate of chips, a pile of doughnuts and a bowl of sweets.

IMG_7680The videos will be released online across platforms including Facebook and Twitter throughout January. They will be tapping into the New Year trend for people to get fit and healthy after an indulgent Christmas. NRICH is planning to be front of mind, with a clear message for consumers on a health kick, to drop their junk food habits and switch to a healthier can of NRICH. The brand will also be ramping up social media activity to encourage consumers to get active and not only keep, but smash their 2016 goals and targets.

Strawberry-donut-stillNRICH marketing manager Jag Singh said: “This is a very exciting time for NRICH and #SMASHIT is our biggest marketing investment to date. It forms part of a much bigger plan for growth and consumer awareness over the next three years. #SMASHIT will not only begin engaging a mass audience, but will reach out to health and fitness enthusiasts, sports fans and those who just love flavoured milk drinks.”

#SMASHIT is being delivered by integrated marketing agency Kindred. They will work closely with the brand team to ensure consumers better understand the product benefits of NRICH, which include being available in five great flavours, low in fat, packed full of vitamins and minerals and a great source of protein.


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