Grace Foods UK is encouraging consumers to #RebootNormal with its biggest investment in the Grace Say Aloe soft drinks range.

The £1m campaign runs from July to October and will reach more than 10 million consumers, encouraging shoppers to ‘Reboot Your Normal’ with a light-hearted take on everyday ‘normal’ activities.

The integrated campaign includes underground advertising, digital escalator panels, sampling, social media advertising, influencer outreach and a national PR campaign.

Nyree Chambers, Grace Foods UK’s head of marketing, said: “The ‘Reboot Your Normal’ campaign highlights that Grace Say Aloe breaks with what’s expected. It’s the drink for people who want to escape the norm and want their reality rebooted in some way. Its unique texture, flavour and ingredients are truly distinctive and a real reboot of the soft drinks category.

“The range is made with real aloe vera pieces and meets shopper demand for thirst-quenching drinks that are a bit different. We’re hoping to create a spot of spectacular in a very normal world, even if it’s just for a few minutes.

“The £1m campaign marks our biggest ever investment in Grace Say Aloe and we believe ‘Reboot Your Normal’ will drive shopper demand to an all-time-high.”

The campaign follows the recent launch of new pack designs and limited edition £1.15 price-marked 500ml packs.

Chambers added: “Grace Say Aloe already has a commanding market share of almost 80% and the new campaign is set to increase this. Now is the time for retailers to make sure they stock the range to ensure they take their share of the profits.”