Yakult is giving customers the chance to enjoy a range of activities that are rewarding for both body and mind, in a on-pack promotional campaign created to celebrate ‘The Science of You’.

Customers can claim a free sports or wellbeing session with every promotional pack of Yakult and Yakult Light. Various activities on offer include tennis, swimming and golf lessons, personal trainer sessions and even out-of-the-ordinary experiences such as Disco Yoga and outdoor boot camps with British Military Fitness. There are over 3,000 venues taking part in the campaign nationwide.

For those more into wellbeing for the mind, Yakult has also collaborated with The Mindfulness App to offer three months free subscription to its premium meditation service.

Reshma Patel, Marketing Manager at Yakult UK & Ireland, says: “‘The ‘Science of You’ campaign aims to drive penetration over the summer-time, when people are increasingly looking for positive lifestyle choices. The simple mechanic, celebrating wellbeing and the science of the human body, connects the brand with our core values while also helping us deliver on our business objectives.”

The campaign is running until July 31^st, 2018 across 2.5 million packs. Customers who register within the promotional period can still download vouchers until September 30th, with vouchers being accepted at venues until December 3^rd, 2018. Promotional packs can be purchased in all major supermarkets and independents across the UK and Republic of Ireland.

To take part, consumers buy purchase any promotional pack of Yakult or Yakult Light, visit www.yakultactivities.com, register their details and enter their promotional code. They will then be able to browse thousands of independent studios, pools and gyms to find those in their local area and download a voucher. To claim their free activity, customers they must present the voucher at their chosen venue.

Campaign concept, partners and creative, which includes in-store POS, OOH media as well on-pack stickers, was developed and is being managed by London-based agency TLC Marketing. TLC also designed and built the campaign microsite, with the ‘Yakult Activities’ portal, which uses an interactive quiz to educate customers about what activities can help their body and why.

Martin Covill, Director of Business at TLC Marketing, said, “Dr Shirota, the scientist who created Yakult, believed that true health stemmed from both physical fitness and mental wellbeing. The ‘Science of You’ campaign embodies the history and vision of Yakult, but also pays homage to Dr Shirota – honouring his legacy with body and mind orientated rewards.”

TLC Marketing previously worked with Yakult on a 2015 campaign to celebrate the brand’s 80th anniversary with an on-pack ‘Culture Pass’ promotion.

TLC Marketing Worldwide is a global leader in loyalty, incentive and reward campaigns. It is the Institute of Promotional Marketing (IPM) Agency of the Year 2017 and won The Queen’s Award for Enterprise in International Trade in 2016. In the past two years, the agency has also won awards for its work with Continental Tyres, Bupa, Pallas Foods and Braun. Other clients include Eon, HSBC, First Direct and Yakult.

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A new campaign to support the launch of Super Juice, innocent’s most ‘nutritionally dense’ juice, is giving Londoners the chance to try the three recipes (Apple, Pear and Cucumber, Raspberry and Cherry, and Orange and Blood Orange) while out and about in the UK capital.

The juices also contain ‘super suggestions’ attached to each drink to brighten people’s day.

The ‘Make Today Super’ campaign will visit Boxpark in Shoreditch, Wimbledon Plaza, Paddington Central and Angel among other busy London locations throughout February.

The sampling campaign was created for innocent by experiential agency Sense London.

Barbora Hrdlickova, Senior Brand Manager at innocent, said: “We’ll be helping Londoners shake off the winter gloom by showcasing the boosting effects of our vitamin-packed Super Juice drinks, encouraging a bottle-half-full approach to the day ahead.”

Anne Ellefsen, Senior Account Manager at Sense London, adds: “Our teams of brand ambassadors will be running activations across the capital from 8^th to 25^th February showing Londoners just how ‘super’ a truly healthy drink can taste.”

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Wholefoods snack bar brand Nākd is showcasing the winning doodles from two fans who entered its ‘Add a little Delight’ social media competition. The sketches will feature in the brand’s out-of-home advertising at London tube stations and rail stations from mid January till the end of the month, reaching 4.5m adults.

Launched in September this year, the break time campaign reached an audience of 2.9m consumers on social media alone by incentivising fans to submit their very own tea stain doodles on social media.

Linking in to the break time occasion, entrants were challenged to transform tea stains into creative sketches, with a chance to see their entry plastered all across London’s underground, as well as winning a year’s supply of Nākd goodies.

Marina Love, Marketing Director of Nākd, says: “It’s the community of fans that really make the Nākd brand successful and much loved so we wanted to create a campaign that was all about engaging with them at a time they regularly enjoy the products.”

Nākd is part of Natural Balance Foods, a British company founded in 2004. There are 30 fruit and nut wholefood products in the Nākd range, all made with 100% natural ingredients. They contain no added sugar and are gluten, wheat and dairy free and suitable for vegans.

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Breakfast cereal brand Weetabix is running a free fruit on-pack promotion to help people start 2018 in a healthy way.

The ‘£5-off’ fruit promotion runs from the start of January until March 28^th and will be supported with the brand’s “Have You Had Yours” TV commercial, being screened throughout January.

Weetabix has teamed up with Nisa on Weetabix 24-packs and with the Co-op and major supermarkets on 48- and 72-packs. The promotion is not running in Aldi and Lidl.

Customers who buy promotional packs during the campaign period will be able to claim 10 downloadable coupons, worth a total of £5 (€5 in the Republic of Ireland) off fruit, by going to the www.weetabix.co.uk/fruit promotional microsite and submitting the eight-digit alphanumeric Unique Reference Number (URN) printed on the inside of their promotional pack. They will also be asked to answer a multiple-choice survey question and say which retailer they bought the promotional Weetabix pack at.

The offer is open to residents of the United Kingdom (England, Scotland, Wales and Northern Ireland), Channel Islands, Isle of Man and Republic of Ireland.

The 10 coupons each have a different validity date, discount value, redeemable fruit type and unique barcode. The first coupon from the 10 received will be valid for redemption within seven days from the date that the participant downloads the discount coupons online. All the other coupons then have a specific seven-day redemption period covering the following nine weeks.

The coupons can be redeemed at participating stores, allowing customers to buy a different pack of fruit each week. Coupons will specify the discount value, the redemption validity date, the type of fruit the discount applies to, and the minimum fruit weight or minimum quantity required to purchase (for example, minimum 600g or 5-pack of bananas). The fruit the coupons can be redeemed against are pears, apples, bananas, strawberries, kiwis, blueberries, clementines, grapes, melons and raspberries, in that order.

Charlotte Hunt, senior brand manager for Weetabix, says: “Health benefits is one of the fastest-growing attributes that customers look for when choosing breakfast cereals. Our new ‘£5 off fruit’ campaign will help to further cement Weetabix as the natural choice for those looking for a healthier way to start the day. Value for money is also very important to customers and we’re really proud to offer added value with the coupons.”

Hunt adds: “Amongst a backdrop of declining sales within the cereal sector, we’ve grown 3% this year and are by a long way the nation’s favourite breakfast cereal. Last year’s ‘Weetabuddies’ campaign delivered a 14% year-on-year increase in Weetabix sales and our latest promotion will continue to inspire a new generation of cereal eaters and encourage a healthy breakfast culture for the whole family.”

Customers who do not redeem the coupons by March 28^th will still be able to enter a prize draw to win £500 towards a healthy year at www.weetabix.co.uk/fruit. The draw will be open to enter from March 29^th  to  June 30^th 2018.

The Weetabix brand is now owned by American company Post Holdings, which bought the company for £1.4 billion in July 2017 from Bright Food, a state-owned Chinese company.

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Tozer Seeds has been running a pop-up to promote Kalettes, a natural cross between kale and Brussels sprouts, at Hoxton’s Railway Arch, Geffrye Street, London.

Tozer’s aim was to give away thousands of free food samples, presenting Kalettes in different concoctions including a smoothie, a stir fry and a soup. Consumers were also be able to buy a bag of Kalettes at the special price of £1 with all proceeds being donated to Cherry Trees, a British charity that provides home from home respite care for children and young adults with severe learning and physical disabilities.

David Rogers, UK sales director at Tozer Seeds, says: “We want to bring Londoners the chance to sample the product and interact with our brand, but moreover we want to do it for a good cause.”

Jill Cook, head of fundraising and communications at Cherry Trees, explains: “We’ve been working with Tozer Seeds for a few years already and are very excited about this initiative. It will surely help to make a difference for many families.”

Kalettes are currently stocked in Sainsbury’s, Tesco, Waitrose, M&S, Lidl, Aldi, Co-op, Morrisons, Home Bargains and Whole Foods.

As well as its taste credentials, suppliers are keen to emphasise the health properties of Kalettes, which NHS dietician and writer Maria Dow says contain double the amount of vitamin B6 and twice the level of vitamin C than standard sprouts. They are also rich in vitamin K.

The pop-up is part of a marketing campaign including PR, promotions, events, social media and advertising which is running the UK, Germany, the Netherlands, Switzerland, the Nordics and Spain. The campaign has been created and is being managed by Mint, an international marketing services agency that specializes in food. Mint is part of the Fruitnet International network. Other clients include Pink Lady apples, Manchego cheese, Jabugo ham, the Peruvian government, Portugal Fresh and Fruit Logistica.

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Soft drinks brand innocent, which is owned by Coca-Cola, is supporting its recently-launched innocent Bubbles range with an experiential roadshow and sampling campaign across London.

A branded vehicle, the innocent Bubbles Canteen, will provide the focus of the campaign, which will start on Monday September 18^th on Electric Avenue in Brixton and will then tour London for 18 days up until Sunday October 7^th.

The campaign was created and executed for innocent by ‘real world’ marketing agency Sense.

innocent Bubbles is described by innocent as a lightly sparkling blend of pure fruit juice and spring water. It comes in three flavours, Lemon & Lime, Orange & Lime, and Apple & Berry. It was launched in Apreil and is being positioned as a healthier alternative to traditional carbonated soft drinks.

Jamie Sterry, Brand Strategy and Activation UK for innocent, says: “At innocent we’re committed to helping people live well, through what we make but also what we do. The innocent Canteen is an example of this as it gives drinkers the chance to try one of our new refreshing innocent bubbles during their busy day.”

Anne Ellefsen, Senior Account Manager at Sense, adds: “We’ll be educating consumers about new innocent Bubbles and distributing over 300,000 cans. With such a new and original product, it’s great to get people trying it first-hand so they can taste how perfect it is with lunch or as a tasty afternoon treat, and pass their experience on to their friends and relatives by word-of-mouth.”

innocent Bubbles are available in recyclable 330ml cans and can be found in all major supermarkets and Boots, RRP £1.29.

Sense is an agency that specialises in helping brands do exciting things in the real world, to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation.

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A series of ‘Pipnic’ pop-ups has been taking place at high footfall locations across the UK capital during July to promote nut butter brand, Pip & Nut.

The dedicated ‘Pipnic’ sampling spaces will showcase and serve up a range of nut butter and nut milk breakfast, lunch and snack ideas, plus they will play host to a series of yoga and exercise classes run by leading fitness studio Frame.

Pip & Nut has partnered with experiential specialists, Sense, to create the activations and execute the summer-themed campaign, which brings to life both the nut butter occasion and the playful nature of the lifestyle brand. It represents Pip & Nut’s biggest sampling exercise to date, with 50,000 samples to be handed out across the six-day campaign.

Running throughout the day, the Pipnic Pop-Up will target commuters and office works during the week and hit high footfall parks and events at the weekend. Highlighting the versatility of nut butters, granola pots with almond milk and a drizzle of almond butter will be served at breakfast, along with a selection of open sandwich tasters from lunchtime onwards with toppings, including almond butter with avocado and chilli and coconut almond butter with mixed berries. In addition, the brand’s nut butter squeeze packs, a perfectly portioned on-the-go snack, will be handed out, with roaming carts also heading to nearby tube station and high footfall areas.

Pip Murray, Pip & Nut founder, says: “Pipnics really captures the fun, playful nature of the Pip & Nut brand both in terms of the menu, activities on offer and also the design of the space, which includes lots of brand notes with a picnic chillout area and a bright coloured bar. As well as building brand awareness and encouraging trial, we wanted to use the campaign as an opportunity to educate on usage occasions and create a Pip & Nut ‘moment’, a time in the day to both enjoy a nut butter treat and take some time to pause.”

Sense Senior Account Manager Joanna Wharton adds: “We’re very excited to be working with such an innovative brand during a key growth period. Our brand ambassadors will be taking Pip & Nut’s great sense of fun and its message about the importance of a healthy lifestyle to Londoners over the summer months.”

Samples are provided without charge.  Frame classes are £5 for a 25 minute session.

The Pipnic campaign follows a period of significant growth for the Pip & Nut brand and the recent addition of four new nut butter variants to its range. The brand is on-track to hit a retail sales value in excess of £9m in 2017, an increase of over 100% year on year, as consumers embrace its innovative range of healthier, all-natural products.

Sense specialises in helping brands do exciting things in the real world to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation.

Founded by entrepreneur, Pippa Murray, now 28, Pip & Nut launched to the market in January 2015 and has been shaking up the nut butter category ever since.  Now two and a half years old, Pip & Nut can now be found in over 3000 stores around the UK and Ireland, including Sainsbury’s, Holland & Barrett, Boots, Selfridges, Fortnum & Mason and Whole Foods, and is the fastest growing nut butter brand in the country.

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Healthy food brand Graze is giving out one million samples to raise awareness about its on-the-go snack food range, available at retailers.

Brand ambassadors will be handing out packs of Graze’s Veggie Protein Power – which it says is one of its bestselling retail varieties and includes spicy chickpeas, edamame beans and black pepper cashews – outside busy central London mainline rail stations until February 3rd 2017.

Graze has timed the campaign to coincide with the increased interest in healthy eating in January.

The sampling campaign is being handled for Graze by experiential agency Hotcow. Sally Durcan, Managing Director of Hotcow, says: “We know from previous research that brand recognition can increase by over 40% with commuters taking the product to work and having it on their desk. We also know that reminding people of the brand taste has a significant impact in keeping existing consumers buying the brand and new ones moving in to try the brand.”

Graze launched in the UK in 2008. It began by offering an online subscription service where people could sign up for regular deliveries of its healthy food boxes, which can be bought in over 200 combinations. It launched a range of snack products in retailers in July 2015, initially with an exclusive rollout via 850 Sainsbury’s stores. Graze snacks are now available in 7,000 stores across the UK including Sainsbury’s, Tesco, Asda and Boots.

Graze has also expanded into the US market, both via its online subscription model and through a partnership with US pharmacy chain Walgreens, part of the group which ultimately owns Boots in the UK.

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The latest Change4Life campaign, backed up a by a free app which scans product barcodes and compares ingredients, aims to educate families about the significant amount of sugar children are consuming even before they get to school.

The new push from Public Health England (PHE), the government department behind Change4Life, launched today. Its main message is that children consume half the daily recommended sugar intake before the morning school bell rings.

The campaign urges parents to Be Food Smart and take more control of their children’s diets. The new Be Food Smart app highlights just how much sugar, saturated fat and salt can be found in everyday food and drink that their children consume.

The free app works by scanning the barcode of products allowing parents to compare brands and also features food detective activities for children and mini missions the whole family can enjoy.

The app is an integral part of a campaign that also includes TV, digital and outdoor, plus the distribution of 4.6 million free Be Food Smart packs to primary school aged children and families at local events across England.

PHE says that on average children in England consume more than 11g of sugar at breakfast time alone, almost three sugar cubes. The recommended daily maximum is no more than five cubes of sugar for 4 to 6 year olds and no more than six cubes for 7 to 10 year olds per day. By the end of the day, UK children have on average consumed more than three times these recommendations.

A survey conducted for PHE’s Change4Life campaign found that parents are unsure what makes up a healthy breakfast for their children. Most parents (84%) whose children consume three or more sugar cubes in their breakfast think their child’s breakfast is healthy.

PHE says some of the main sources of sugar at breakfast time include sugary cereals, drinks and spreads. Away from the breakfast table, children are also consuming too much sugar, saturated fat and salt in items such as confectionery, biscuits, muffins, pastries and soft drinks.

Dr Alison Tedstone, chief nutritionist, Public Health England, says: “Children have far too much sugar, and a lot of it is before their first lesson of the day. It’s crucial for children to have a healthy breakfast, but we know the mornings in a busy household can be fraught. That’s why we’ve developed our Be Food Smart App, taking some of the pressure off parents and helping them to choose healthier food and drink options for their children.”

Public Health England exists to protect and improve the nation’s health and wellbeing, and reduce health inequalities. It does this through world-class science, knowledge and intelligence, advocacy, partnerships and the delivery of specialist public health services. PHE is an operationally autonomous executive agency of the Department of Health.

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Europe’s “first chia seed based drink”, wow, has appointed Diffusion as its retained agency to handle its launch in the UK, following a competitive pitch.

wow is made by cold-pressing fruit and vegetables and adding hydrated chia seeds. As a ‘superfood’, chia seeds are supposed to help hydrate the body, boost metabolism and activate glycogen, which burns fat and provides a feeling of fullness, according to the brand.

Diffusion has been chosen to build brand awareness for wow with a content-driven campaign. The team will develop and implement an integrated campaign to convey wow’s “Made Amazing” proposition.

Working alongside the brand’s internal marketing and comms team, Diffusion will create a series of consumer activations, provide a press office function, and run events as well as experiential, blogger, vlogger and influencer engagement programmes to “inspire and excite” the brand’s target audience.

Oliver Dickinson, co-founder of Wow Food & Drinks, the company behind wow, said: “As the first offering of its kind in Europe, we needed an agency with a fresh and creative approach to build awareness for wow and capture the imagination our target audience. The Diffusion team has strong experience in the food and drink category and with new FMCG product launches.”

Remy Le Fèvre, head of consumer at Diffusion, added: “As the first chia seed based drink in the UK, we’re really excited to introduce wow to consumers and the industry. It’s no secret that the UK drinks market is hugely competitive which is why it’s essential for brands such as wow to build meaningful and authentic relationships with consumers. Diffusion’s campaign will draw on our experience working with challenger brands in the food and drink space, and our extensive network of media and influencers.”

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