Nichols is seeking to “turbocharge” awareness of its Vimto squash sub-brand Wonderfuel with a new £1m marketing campaign.
The campaign, which kicks off this week and will run for 10 weeks, spans TV advertising, social media and shopper marketing.
It would seek to “drive trial and engagement during the crucial back-to-school period, targeting families seeking convenient ways to boost nutrition in daily routines,” said Vimto.
Vimto Wonderfuel rolled out earlier this year. Described as “a first of its kind for the UK category”, the functional squash contains vitamins B, C and D, plus zinc and iron.
“We’re making our biggest investment ever in an NPD launch because we believe Wonderfuel can unlock real growth in the squash category,” said Angela Ray, marketing director at Nichols. “Families want delicious, affordable and functional options – Wonderfuel delivers on all three.
“This campaign ensures we’re front of mind at exactly the moment parents are resetting routines for the new school year.”
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