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.