Soft drinks company Nichols plc. has launched a new ‘anti-advertising campaign’ for its Vimto brand, with a budget of £3m covering TV, social media (including a Snapchat lens) and digital, a partnership with student-focused viral content site Unilad, experiential sampling and what it says is an industry-first: personalised Video on Demand (VOD) and cinema.

The new ‘I See Vimto in You’ campaign, which launches during Love Island on June 4th, 2018 and runs throughout the summer, repositions the popular soft drinks brand with its target audience of 15-19 year olds. Nichols says the ad is engaging, disruptive and taps into the teen desire to be themselves in a world of constraints.

Its anti-advertising approach even goes as far as to suggest viewers should close their eyes rather than watch the advert. The new campaign also marks the end of brand representative, the Vimtoad, an animated character created by Aardman and introduced in 2014 to represent the product’s disruptive and anarchic element.

Emma Hunt, Head of Marketing at Nichols, says: “The approach is refreshingly different, just like Vimto. We want the ‘I See Vimto in You’ campaign to be a celebration of individuality and a catalyst for fun, encouraging teens to be themselves and take enjoyment from the everyday – like they do when they drink Vimto.”

Nichols says the campaign shouldhelp Vimto significantly increase its current sales value of £78m, claiming that the brand is in one in five households in the UK and continues to outperform the category, growing at +6.0% YOY.

Hunt adds: “The Vimtoad, who has starred in our campaigns over the past four years, has successfully helped us to deliver the message that Vimto is a multi-fruit soft drink. Under his watch, we’ve seen Vimto rise to its highest levels of brand awareness, but now it’s time to appeal to our core target audience in an innovative and contemporary way.”

The ‘I see Vimto in You’ national multi-media campaign will reach over three million teens across the country. This includes the Vimto brand’s return to TV, with the Love Island launch spot on June 4th. It will also break new ground with its unique personalised advertising across cinema and VOD, as well as experiential sampling, social influencer programme, the Snapchat lens and the partnership with Unilad.

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Kraft Heinz aims to drive consumer engagement and remind shoppers of the special role the brand plays in mealtimes with the launch of a £4m marketing campaign including TV ads and a #CanSong challenge.

A new 60-second TV ad broke on Saturday 27th August during the first X Factor programme, showing a range of consumers enjoying Heinz beans in different ways, reinforcing the “versatile mealtime solution” message. All the moments are tied together in a song – the #CanSong – where the rhythm has been made using a Heinz Beanz can. The idea of the ad is to showcase a range of moments “when Beanz make things that bit better”, according to Heinz – from a young boyfriend and girlfriend, a group of builders having breakfast, festival-goers, a mum serving tea to her kids and fishermen on a trawler in the open sea.

The characters in the ad all tap on a tin of Heinz Beanz to the rhythm of the #CanSong. The end frame focuses on the product with a call to action for viewers to get involved with the #CanSong challenge and visit Heinz Facebook to discover more.

The ad has also been released on Video on Demand (VOD), Facebook and YouTube to generate maximum exposure.

Heinz is also linking up with the Make Some Noise (MSN) charity campaign run by commercial radio group Global and its stations Heart and Capital. This partnership will be promoted through social media, as well as on Heinz Beanz four packs, six packs and Heinz Beanz 50% less Sugar from September 5th 2016 until the end of October 2016.

Consumers are being challenged to learn the #CanSong, film their own version and then share it on social media as part to raise money for Make Some Noise, which gives grants to help disadvantaged young people.

“Beanz are loved by everyone,” said Kraft Heinz Senior Brand Manager Francesca Mattiussi. “By allowing consumers to get involved in a number of ways and showing them many recognisable moments where Beanz can be enjoyed, we will remind them of their love while driving incremental sales for our customers. On top of this we are thrilled to support Make Some Noise, making our job that bit more rewarding.”

The Global partnership kicks off in the first week of September and will include calls to action from Global DJs and presenters including Heart’s Gethin Jones and Capital’s Dave Berry, George Shelley and Lilah Parsons. Heart and Capital will be offering prizes for the best versions of the #CanSong.

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PizzaExpress is launching a brand new campaign called PizzaExpress Film Club, an on-pack led promotion running on one million pizza boxes exclusively in Sainsbury’s, offering consumers a film with every pack, in partnership with video-on-demand (VOD) streaming service wuaki.tv.

The campaign will run from June 8^th to August 31^st. To claim a film, consumers simply have to purchase a pack and enter the promotional code found inside the pizza box along with their details into the PizzaExpress Film Club promotional website at www.pizzaexpressfilmclub.com, where there are over 1,000 films from which to choose.

The promotional partnership was put together and is being run by brand partnerships and sales promotions agency Lime Communications. Tim Hook, Head of Brands at Lime, says: “We are delighted to be managing this partnership on behalf of PizzaExpress. Pizza is the favoured choice for friends, getting together for a big night in, so offering a complimentary movie makes perfect sense, and as digital download sales look set to surpass traditional DVD sales in the UK for the first time in 2016 , it couldn’t be a better time to launch this exciting and innovative offer.”

wuaki.tv is a (VOD) streaming service operating in Spain, the UK, France, Germany, Italy, Austria and Ireland. Headquartered in Barcelona, it is owned by Japanese e-commerce and online services giant Rakuten. It provides film club services for a number of companies including EE.

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