Dairy alternative and juice shots brand Plenish has announced its first TV sponsorship with Channel 4. The six-month partnership will see Plenish sponsor Channel 4’s breakfast programming, with four idents featuring between popular sitcoms such as The Simpsons and Frasier. With an estimated reach of over nine million people, the sponsorship comes after Plenish recently launched its Wake Up With Plenish campaign, and represents the brand’s largest marketing investment to date.
Running until 31 January 2025, the campaign will cover key sales periods for Plenish, including Organic September and Veganuary, both of which are significant recruitment periods of plant-based categories, as well as the overall autumn season, where immunity is key.
Russell Goldman, managing director at Plenish, comments: “The Channel 4 sponsorship marks a huge milestone in the Plenish journey. Our goal is to help support our retail partners when it comes to category sales. By encouraging consumers to create and maintain healthy daily rituals with Plenish we want to increase the frequency of purchase among existing buyers, while futureproofing the category and recruiting new shoppers into the plant-based and functional wellness space.”
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