M&C Saatchi has unveiled an outdoor campaign for Ribena supporting the brand’s core squash range, starring the iconic Ribena Berries in an urban setting for the first time. The activity is part of an overarching £2.5million campaign.
Launching on 20th October, the outdoor work will run in key cities across the UK. The campaign, which sports the strapline ‘Bring on the berries’, will support the classic Blackcurrant Ribena while the brand also launches a Mango and Lime flavour cordial.
Hannah Norbury, Ribena Marketing Director, said: “This renewed support for our Ribena core range is set to help generate growth and sales within the squash category. At Lucozade Ribena Suntory Ltd we are dedicated to not only offering shoppers great tasting products, but also ensuring these are backed up with support and investment that will drive growth.”
Camilla Kemp, Managing Partner at M&C Saatchi, added: “We’re delighted with the work. The Ribena berries embody the brand’s playful personality perfectly and they’re a great way to remind people how much they love Ribena.”
M&C Saatchi was briefed with engaging consumers and driving relevance and front of mind awareness of the Ribena brand, within the £552.5m squash market.