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Ribena, the UK's number one juice drink, is launching a £1.4m sampling campaign to support
Ribena 100% Pure Juices, bringing the brand's countryside heritage to life

The Ribena “Harvestival”, a series of events in 41 locations nationwide, brings a taste of the countryside to consumers this summer.

The extensive sampling is set to drive trial of Ribena 100% Pure Juices and increase frequency of purchase among existing Ribena customers as well as attracting new consumers to the brand.

Ruth Irving, Ribena Senior Brand Manager, said: “Harvestival showcases the strong links Ribena has with the British countryside and gives everyone the opportunity to sample our biggest ever launch – Ribena 100% Pure Juices.

“Retailers will see Ribena 100% Pure Juices is a popular choice with their customers, with three out of four consumers stating that they would buy Ribena 100% Pure Juices in addition to products they already buy.

“Ribena 100% Pure Juices takes Ribena into a new drinking occasion, breakfast, and will help to reinforce Ribena as a contemporary brand for young adults.”

The nationwide sampling is part of a Ribena 100% Pure Juices £5 million media spend, which includes TV and radio advertising and a hard-hitting media relations campaign.

Retailers should stock up now on Ribena 100% Pure Juices and ensure they have both popular berry flavours - Blackcurrant Blend and Raspberry and Blackberry Blend – to satisfy consumer demand.





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