Nurishment is launching a new campaign designed to raise awareness of the vitamin-enhanced milk brand among students and young adults.
Launching last week with an experiential event at Boxpark in Shoreditch, and running until October 2017, the #CanDo campaign will see large, branded fridges situated in high-footfall areas, while cameras will record the reactions of consumers as they are given passcodes to open them.
They will then be encouraged to share the footage on social channels using the hashtag #CanDo.
Nyree Chambers, head of marketing at brand owner Grace Foods UK, says: “Nurishment consumers live in the moment and we’re reinforcing Nurishment’s role as the drink for people with a #CanDo attitude. We’re confident that #CanDo will really engage students and young adults and the increased in-store presence will make Nurishment even more accessible to loyalists and other people looking for a nutritionally-enriched pick-me-up in a tasty, convenient format. ”
A major sales drive will target convenience stores in the catchment areas around experiential events, offering free stock, prize draw kits and a range of branded merchandising.