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Launch for FairJuice

Task

Launch new premium juice drink Mulberry Fair and communicate its exceptional health benefits.


Approach

We positioned Mulberry Fair as the new super-food by demonstrating its nutritional benefits and unique USP of mulberries grown in China. To ensure credibility, we worked with a well-known and independent nutritionist who provided expert opinion and comment. Media relations activity centred on media interviews with the nutritionist, product drops and sampling to drive coverage in target media among food, drink, lifestyle and health editors.


Impact

The launch achieved 25 pieces of national print coverage, 25 broadcast and 14 key regionals, reaching over 2.5 million of the target audience. The website received a 195% increase in visitor numbers and stores reported a 10% increase in sales.