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

The £1million campaign runs from July to October. It 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, says: “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 campaign follows the recent launch of new pack designs and limited edition £1.15 price-marked 500ml packs which are creating on-shelf stand out.

Chambers adds: “Grace Say Aloe already has a commanding market share of almost 80% [of the UK Caribbean drinks sector according to IRI] and the new campaign is set to increase this.”

The post Grace Foods puts biggest ever investment behind Grace Say Aloe appeared first on IPM Bitesize.

Experiential agency Trigger! thinkpeople will be creating an experiential event for Grace Foods, to increase awareness of Caribbean food and encourage consumers to trial and purchase.

The event will taking place at Caribbean Food Week at Windrush Square, Brixton, on Friday 26^th and Saturday 27^th, August Bank Holiday weekend.

Grace Foods is the UK’s number one supplier of authentic Caribbean food and drink with a market-leading portfolio comprising drinks, sauces, seasonings and savoury snacks across the Grace, Dunn’s River, Nurishment and Encona brands.

The mini Caribbean food festival will celebrate Grace Foods products and will include live cooking demonstrations showing simple ways to make delicious Caribbean food at home. There will also be opportunities to purchase products, advice on how to use them and opportunities to try new flavours at the street food stalls.

Trigger! thinkpeople is a member of marketing service group The thinkpeople family and a sister company  to integrated agency whynot! thinkpeople.

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