Forecourt Trader - 30 years at the heart of the fuel retailing community

product news: Ribena campaign highlights taste

John Wood ·

Ribena is launching an integrated campaign across out of home, in-store, digital media and consumer sampling to put the brand at front of mind and drive trial.

With the strapline ‘more blackcurrantier than a blackcurrant’, the brand is giving away 2.6 million samples of Ribena Blackcurrant 500ml bottles to consumers across the UK from now until September. Consumers will also be given a 50p-off voucher to encourage purchase.

Amie Farrell, senior brand manager at Lucozade Ribena Suntory, commented: “This campaign is a real evolution of our distinctive ‘That’s so Ribenary’ communications and leverages Ribena’s greatest asset – the blackcurranty taste that Britain knows and loves.

“Our approach focuses on driving brand awareness and availability through a taste-focused ATL campaign and heavyweight sampling activity. Our 2017 sampling drove a 9.5% sales uplift, so we’re confident our new multi-channel campaign will recruit new customers into the category and further drive brand loyalty.

“Ribena is a high-performing brand year-round, but we know that activating our impactful creative campaign during the warmer months is critical so retailers can tap into the biggest profit-opportunity for Ribena.”

Keywords:

  • Weekly
    Retail
  • Weekly
    wholesale
  • Daily
    Average
Weekly retail fuel prices: 10 June 2019
RegionDieselLPGSuper ULUL
East135.3166.90140.93130.00
East Midlands134.59140.57129.69
London134.50141.91130.33
North East133.19142.40129.15
North West134.1363.90139.73129.13
Northern Ireland131.34135.32128.05
Scotland134.25140.07129.86
South East135.2562.40141.74130.52
South West134.5167.90140.57129.57
Wales133.6764.90137.30128.83
West Midlands134.34140.64129.70
Yorkshire & Humber133.72140.40129.24

Most read

As ESSO and BP join Shell and Gulf in launching new loyalty programmes this year, are such schemes a key tool for businesses today?