Picks of the Week

NURISHMENT LAUNCHES SUMMER CAMPAIGN

The brand’s summer campaign will focus on its affordability and rejuvenating benefits of the nutritionally-enriched milk drink.

Nurishment, the nutritionally enriched milk drink, has launched a four-week summer campaign to remind consumers of its “rejuvenating benefits.”

Including radio, billboard, trade and consumer advertising, the brand’s summer campaign will feature the tagline ‘Smash 3pm, you with the 10am vibe’.

The campaign, which also focuses on the brand’s affordability, is the first of its kind for Nurishment in a number of years.

The brand hopes that the new campaign will help to grow brand awareness with new audiences, in advance of the launch of new flavours early next year.The brand is currently available in four different flavours and is sold in eye-catching pastel-coloured cans and bottles.

The ‘Smash 3pm you, with that 10am vibe’ refers to the 13 vitamins and minerals, protein and calcium, which enrich the drink.

Nurishment is made by Grace Foods UK, the supplier of Caribbean food and drink to the UK.

Vandu Patel, Marketing Manager for Grace Foods UK, said: “Our studies have shown that people chose Nurishment historically because of the unique can, the value price point, currently on special price pack promotion at only £1.29 a can in selected independent stores, and because the taste is so good: it has a rich, velvety, comforting quality.

“But many are not aware that it also contains 100% of the daily recommended intake of vitamins A, D and C, and includes five vitamins and minerals which help reduce tiredness and fatigue.

“This means it is a great choice for giving people an energy nudge to get them through the long hot summer afternoons - it’s the perfect mid-afternoon pick-me-up drink. And it’s also fantastic for gym-goers.”

BELHAVEN REMINDS SCOTLAND OF THE BEST OF TIMES IN TV AD

The campaign is the brewery’s first for several years and is part of an ambitious 2022 plan.

Scottish ale brand Belhaven Best is launching a new advertising campaign, reminding drinkers of the simple pleasure of sharing a beer with friends and family in the pub.

The heart-warming 30-second film transports viewers to a typical Scottish local, where catching up with old pals, putting up with dad jokes, and savouring a pint and a quiet moment with the dog are all on the menu.

The campaign, which is set to run on TV and online throughout July, marks the role that a pint of Belhaven Best plays in these shared moments across the nation.

This is the first TV campaign from Belhaven Brewery for several years and is part of an ambitious 2022 plan designed to make the most of recent successes - including Belhaven Best’s number 1 position in Scotland’s on-trade, a host of prestigious global award wins and the opening of a new Visitor Experience at its Dunbar-based home on the beautiful East Lothian coast.

Fiona Matheson, Brand Manager at Belhaven Brewery, said: “After the past few years, people really value the simple things in life, like coming together over a drink.

“Belhaven’s beers have been at the heart of this moment for over 300 years in fact, which is longer than any other Scottish Brewery. As we enter the summer months and everyone’s thoughts turn to enjoying a bit of downtime in the sunshine, this is our tribute to Scotland’s pubs, its people and the nation’s favourite ale, which is everything you need to enjoy the best of times.”

The ‘Best of Times’ campaign has been produced in collaboration with STV as part of their Growth Fund, which provides advertising support to Scottish businesses to help them effectively connect with consumers.

FLORETTE RECRUITS HORTICULTURE EXPERT TO SHOWCASE BRAND

The alliance forms the first part of Florette’s campaign which seeks to reposition the brand, highlighting its farmer-owned credentials and passion for sustainably produced, fresh and tasty salads.

Florette, the prepared salads brand, is partnering with gardening influencer and TV presenter Michael Perry – better known as Mr Plant Geek. The collaboration will see Perry come on board as Florette’s horticultural expert, producing exclusive content for the brand alongside sponsorship of The Plant Based Podcast, a series produced by Perry and co-host Ellen Mary.

The alliance forms the first part of Florette’s campaign which seeks to reposition the brand, highlighting its farmer-owned credentials and passion for sustainably produced, fresh and tasty salads, in turn inspiring shoppers to trade up to the brand.

Martin Purdy, Commercial and Marketing Director at Florette UK, said: “We know that consumers don’t just buy a product, they buy into brands that share their values. While we successfully communicate the freshness and convenience of our products, credentials such as Florette’s farmer owned status and sustainable, environmentally conscious farming credentials have not been the focus until now.

“We’re delighted to be partnering with Michael who shares our passion for all things plant based – whether that be agriculture and the food we grow, to inspiring recipes that are fresh and delicious. With his incredible following across The Plant Based Podcast, television and social media, demand for Florette will only increase as shoppers continue to seek out brands with genuine passion and authentic credentials in their field.”

The partnership follows the launch of Florette (Immune Support) Superfood (120g RSP £1.80), which appeals to the growing number of shoppers looking to lead healthier lifestyles. Launched in May, it champions the nutritional benefits of the carefully balanced salad mix, with each portion

BARR HELPS RETAILERS DRIVE INCREMENTAL SOFT DRINKS SALES

Activities will include outdoor and digital advertising, in-store theatre and a huge sampling campaign.

Barr Soft Drinks is aiming to deliver incremental sales in Scotland’s fast-growing £180m flavoured carbonates market with a £1m brand investment in Irn-Bru Xtra.

The activity will start in August with heavyweight outdoor and digital advertising, complemented by in-store theatre. This will be followed by a huge sampling campaign in September, getting more than 500,000 cans into the hands of Scottish shoppers.

Adrian Troy, Marketing Director at Barr Soft Drinks, said: “Irn-Bru Xtra is the fastest growing variant of the iconic brand, delivering Extra Taste with No Sugar, and now accounts for over 20% of total Irn-Bru sales. Now worth over £16m and growing at 10% versus last year, Irn-Bru Xtra is a must-stock variant for all Scottish retailers and this £1m brand investment will create massive visibility for the product, driving education and trial with shoppers.”

The activity is part of a £6m annual brand investment throughout 2022, driving total incremental brand sales of Irn-Bru.

Barr Soft Drinks is urging retailers to use its impactful POS to create in-store theatre and drive sales while brand and product awareness is at an all-time high.

HAVANA CLUB AND BURNA BOY CELEBRATE CULTURE AND COMMUNITY

A new limited-edition Havana Club 7 Years is available from a number of wholesalers and exclusively to the convenience channel throughout July.

Havana Club has teamed up with Nigerian singer, songwriter and record producer Burna Boy for its latest creative collaboration: a limited-edition Havana Club 7 Years bottle (RSP £26.99).

It is available from a number of wholesalers, including Bestway, exclusively to the convenience channel throughout July before a full rollout into grocery.

Inspired by cultural headgear of Southern Nigeria, the bottle label features illustrated tassels along its top edge. The rest of the label features an ‘Aso Oke’ background, a handwoven textile worn for special occasions in Nigeria.

Palm leaves crown the logo as a nod to the African Union Emblem, whilst the bottom part of the label showcases the Rivers State region of Nigeria, where Burna Boy was born. Each of the 72,000 limited-edition bottles also carries a print of Burna Boy’s signature.Alongside the bottle, Burna Boy and Havana Club have also released a campaign film which shows the interconnection between Lagos and London. Featuring a voiceover by Burna Boy, the film reveals the common culture and shared values people have in the good times they spend together.

Marnie Corrigan, Brand Director at Pernod Ricard UK, said: “We’re incredibly excited to reveal our latest collaboration with the King of Afro-fusion, Burna Boy, and continue the message of community championed during our previous partnership with Skepta.

“We’re confident this campaign will further accelerate brand growth and cement Havana Club 7 Years as a street culture icon amongst Generation Z.”

RETAILERS CAN WIN FOOTBALL KIT FOR THEIR COMMUNITY

Lucozade Sport campaign is being supported by in-store POS and advertising activity, including social media and online content.

Lucozade Sport has partnered with The Football Association to give both shoppers and retailers the chance to win a host of football-related prizes, topped off by an Ultimate Football Experience.

The winner of the money-can’t-buy top prize and a friend will enjoy an England team training session at St George’s Park to get game-ready, as well as pitch-side access, prior to an international match, with full hospitality and signed merchandise.

In-store POS materials encourage shoppers to text ‘WIN’ to 62123 for their chance of netting a prize. The campaign is also supported by PR and advertising activity, including social media.

For every entry received, Lucozade Sport will donate 10p to Football Beyond Borders (FBB). FBB is an education and social inclusion charity that uses the power of football to change the lives of disadvantaged young people, helping them to achieve their goals and fulfil their potential through sport. The money raised will enable the charity to hire new project leads, helping to deliver more grassroots campaigns and educate the next generation of athletes.

Lucozade Sport is also running a competition just for retailers. By scanning the QR code on POS material in depot when buying any case of Lucozade Sport, retailers can win a full football kit for their community. This includes exclusive Lucozade Sport-branded player kits, as well as push-up bars, resistance kites, skipping ropes, cones, and more. The prize contains everything a local team needs to train and play.

Tom Bell, Head of Marketing for Lucozade Sport, said: “We wanted to bring something special to retailers’ stores to help them make the most of the sporting occasion this season.”

KP MARKS THE HUNDRED TIE-IN WITH WHOLESALER EVENTS

Five wholesalers will each be provided with themed theatre displays, POS materials, and a virtual reality cricket game from the brand, alongside prize giveaways with stock vouchers.

KP Snacks, the Official Team Partner of The Hundred cricket competition, is to hold five event activations at four major wholesalers – Bestway, East End, Parfetts, and United Scotland.

The five depots will each be provided with themed theatre displays, POS materials, and a virtual reality cricket game from KP Snacks, alongside prize giveaways with stock vouchers, and The Hundred merchandise up for grabs.

Depots will also receive in-store POS bundles, which will be available for retailers to takeaway and use in-store to promote the KP Snacks’

The Hundred on-pack promotion. Launched in May, the on-pack promotion is running across leading brands: popchips, Butterkist, POM-BEAR, Tyrrells, KP Nuts, Hula Hoops, McCoy’s and Skips, all of which feature on the team shirts of the eight men’s and women’s teams competing in the tournament.

The themed event days are running in addition to an exclusive initiative KP Snacks is running in partnership with Bestway, which offers retailers the opportunity to win a ‘money can’t buy’ experience at The Hundred this summer.

Matt Collins, Trading Director of KP Snacks, said: “At KP Snacks, we know how important our wholesale partners are and we are thrilled to be engaging them and retailers with our exciting depot activations. With great prizes available and fun theatre displays, these events are perfectly positioned to engage independent retailers and drive CSN sales.”

The remaining event days take place at Bestway Park Royal on 27 July, Parfetts Stockport on 10 August, Partfetts Aintree on 11 August, and United Scotland on 16 August.

The Hundred partnership is part of KP Snacks’ mission to inspire healthier lifestyles and the depot activations support this ambition by driving retailer awareness. KP Snacks is driving interest in cricket and making it easier for families to get involved in the sport through its ‘Everyone In’ campaign.

PICKS OF THE WEEK

SAVOUR IT!

Country Choice has launched bake-in-pack Savour It! Toasties. The individually wrapped toasties, which come frozen and ready-assembled in ovenable film, are available in four flavours: Four Cheese & Onion Toastie, Ham & Cheese, Tuna Melt Toastie, and BBQ Chicken.

BLUE RASPBERRY

Au Vodka has released a new pre-mixed Ready to Drink can combining its Blue Raspberry vodka with a premium fizzy soda, with a 5% ABV. The cans are available from select convenience and wholesale stores across the UK and pre-order on the Au Vodka website – www.auvodka.co.uk.

POTTED PORRIDGE

Premier Foods has entered the on-the-go breakfast with the launch of Ambrosia ready-to-eat porridge pots. The pots, which are available across the wholesale and convenience channel, are available in Original, Raspberry, and Golden Syrup flavours and can be eaten hot or cold.

FRUIT CUPS

Dole Sunshine Company, the global market leader in packaged fruit products and healthy snacks, has added two new flavours to its Fruit in Juice cups range. Mango in Juice and Pear in Juice arrive to complement the existing range. The products come in a handy four-packs.

SODA REFORMULATION

Soft drink challenger brand SodaFolk has reformulated its RootBeer flavour to ensure it is compliantwith England’s upcomingHFSS legislation. The new formulationwill see the sugar contentof the Root Beer variant reducedby 63%.

SKINNY FRIES

Mash Direct is adding Skinny Fries to its range. The product features Mash Direct’s homegrown potatoes thinly cut, coated in a light crispy batter, and fried. They can be oven-cooked in 15 minutes from chilled, are gluten-free, and are low in saturated fat, salt and sugar.