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.

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Nurishment Original, the nutritionally enriched milk drink, is celebrating its 35th birthday with its biggest-ever on-pack promotion, with the chance to win technology prizes and branded merchandise.

The Anniversary Arcade promotion, created by agency whynot! thinkpeople, will roll out across 10 million promotional cans from May 9^th 2016, with each Nurishment Original can carrying the Anniversary Arcade promotional packaging complete with a unique code.

To find out if they have won anything, shoppers need to visit the Anniversary Arcade website with their unique code where they will have three free spins on the Anniversary Arcade game. The Anniversary Arcade game, hosted on a dedicated webpage, offers shoppers the chance to win over 700 prizes from Beats headphones and PS4 Consoles to branded Nurishment Original gym merchandise.

The Anniversary Arcade game can also be played on mobile and shoppers are informed instantly if they’ve won a prize.

Shopper marketing agency whynot! Thinkpeople created the promotion to appeal to Nurishment’s core audience of 18-24 year olds who are gym goers, music lovers and gamers looking for instant gratification whilst on the go.

Nyree Chambers, Head of Marketing at Grace Foods UK, says: “I’m confident that the combination of an instant win promotional mechanic and hundreds hi-tech prizes will resonate with Nurishment drinkers and attract new consumers to the brand. whynot! thinkpeople have demonstrated an in-depth understanding of Nurishment Original and created an on-pack promotion that will ensure the brand’s 35^th anniversary lives long in the memory of Nurishment fans.”

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