Lucozade Sport is kicking off 2019 with a new marketing campaign from its functional water brand: Fitwater.

The New Year activity incorporates social, out-of-home and influencer partnerships and is designed to drive additional sales for independent retailers at a time of year when the take-up of healthy diets is at its highest.

The new campaign will run across social media platforms for eight weeks until 25 February. The creative will focus around a ’More Than Water’ messaging, encouraging shoppers to purchase Lucozade Sport Fitwater to help replenish what they lose in sweat during exercise.

The brand has also unveiled additional influencer partnerships as part of the New Year campaign. Lucozade Sport Fitwater is partnering with actress and fitness influencer Gemma Atkinson and social media fitness star Vic Spence to bring the ’More Than Water’ campaign to even more of its target audience and drive sales in stores.

Claire Keaveny, head of marketing at Lucozade Sport, said: “Convenience retailers will certainly notice an increase in shoppers looking for healthier and functional drinks in January as many kick-start New Year exercise regimes and lifestyle changes. Our new campaign means shoppers will be looking for Lucozade Sport Fitwater in the chiller before or after exercise, so stock up to make sure it’s available to your shoppers today!”