The TV campaign features a humorous 20 second commercial in which a group of young men are driving to a football match. One suddenly wants to stop, to buy vitamin and mineral enriched Nurishment, which he’s sure will help him score – on and off the pitch!
The campaign will air on numerous satellite TV channels throughout May.
Nyree Chambers, Enco Products’ Marketing Manager, says the TV campaign underlines the company’s commitment to ‘accelerate the growth’ of Nurishment and the nutritionally enriched milk category which has flourished in recent years.
“The TV campaign is the highlight of our biggest ever annual brand investment in Nurishment. The sustained programme of trade and consumer support will ensure that Nurishment remains the UK’s number one nutritionally enriched milk drink,” she says.
“We are re-inforcing core brand messages with existing consumers but, importantly, attracting record numbers of new consumers to Nurishment as well.”
In addition to the new TV commercial, Nurishment features in a national sampling and consumer press ad campaign and a wide-ranging social networking programme.
A new website – www.nurishment.co.uk – is also playing a pivotal role in promoting the brand that provides ‘milk with more’.
Nurishment is now available in two formats – Nurishment Original in cans and recently launched Nurishment Extra in 330 ml PET bottles, targeted at people on the move.
* Source: IRI UK Afro-Caribbean Food and Drink – Unit Sales, MAT 52 w/e January 23, 2010