Nurishment, the nutritionally enriched milk drink, is going retro with the launch of its #OLDSKOOLNEWCOOL campaign and dedicated gaming app.

It will be the official drink for Play EXPO Manchester (October 14-15). The expo is one of the UK’s biggest video gaming events. As well as giving out samples at the event, Nurishment will launch its own smartphone game, The Nurishment Filling Station.

Nyree Chambers, Grace Foods UK’s head of marketing, said: “We’ll be using #OLDSKOOLNEWCOOL across key social platforms to ensure that Nurishment is clearly aligned with retro, giving the brand massive standout.”

“The explosion in retro gaming is driven by the penetration of smartphones and retro gaming is an ideal fit for Nurishment drinkers.”

The marketing drive is forecast to reach more than 10 million consumers this year and will include high street ads, competitions, video content and a series of animated short films. 

The campaign will run from September until the end of the year.