Recently re-branded Simply Great Drinks Company has launched a marketing campaign fronted by Olympic cyclist, Victoria Pendleton and supported by well-known media doctor, Dr Christian Jessen to raise the profile of its super-fruit juice brand.
With an investment of £500,000 pounds in a PR, digital and experiential campaign, the brand hopes to drive category sales, reignite interest in the juice market and increase its market share.
The Be Simply Great campaign kicks-off this week and will see editorial features and news across lifestyle press and TV with Pendleton as the face of the campaign along with an expert panel featuring throughout the campaign, plus a new website and nationwide tour of major retailers over the summer.
Be Simply Great has been devised to challenge faddy diets and stringent exercise regimes in favour of a more balanced approach to a healthy lifestyle and within it drinking fruit juice.
Adam Pritchard, CEO of the Simply Great Drinks Company, said: “The Be Simply Great campaign has been an extremely exciting development for the brand and will really help to cement us as a key player in the lifestyle arena.
“The idea behind our investment is dual focused. It will resonate with consumers and breathe life into the category, which will in turn drive footfall to the juice aisle.
“Negative stories about sugar in fruit juice have hit the industry and sales have declined. Shoppers have become anxious about drinking juice. Although we may be one of the smaller players we are thinking big and tackling the issue head on.
“We took a decision eighteen months ago, at our significant expense, to ensure our brand would only contain natural sweetness from fruit. Investing in our consumers’ health is vitally important not only from a personal and ethical perspective but also from a business perspective. Our approach is about creating a sustainable brand that shoppers will enjoy and have as part of their weekly basket.”
Pendleton and Jessen form a panel of experts along with Jo Hemmings media psychologist, Charlotte Stirling-Reed Nutritionist and Charlene Hutesbaut, fitness trainer. All renowned in their field of expertise, this panel will be brought to life on the brands website, www.simplygreatdrinks.co.
Simply Great Drinks Company was formerly ACPT and is the owner of the PomeGreat drinks brand.