Aims
Support the launch of Sirco orange and pomegranate juice into Sainsbury’s stores nationwide with a short-lead, high-profile media campaign.
Approach
We worked to an extremely tight timeline to generate coverage to appear during the initial sales period when product hit Sainsbury’s shelves. We created a very targeted media programme designed to reach very short-lead media (radio, national newspapers, regional newspapers and online media) to maximise exposure with immediate effect. We focused on the health product benefits of the active natural tomato extract contained in the drink and centred the story around the fact that it was the first and only ingredient to receive scientific substantiation for a health claim from EFSA.
Results
- No of articles: 27
- Total circulation: 42.8 million
- Length of campaign: 6 weeks
