Ribena is launching an integrated campaign across out of home, in-store, digital media and consumer sampling.

The key visual and strapline ‘more blackcurrantier than a blackcurrant’ looks to promote the super fruit in every bottle of blackcurrant Ribena, backed by artwork that includes British countryside cues.

As part of the campaign, the brand is giving away 2.6m samples of Ribena Blackcurrant 500ml bottles to consumers across the UK, from now until September. Consumers will also be given a 50p off voucher redeemable at all participating retailers.

Amie Farrell, senior brand manager at Lucozade Ribena Suntory, said: “Our approach focuses on driving brand awareness and availability through a taste-focused ATL campaign and heavyweight sampling activity. Our 2017 sampling drove a 9.5% sales uplift, so we’re confident our new multi-channel campaign will recruit new customers into the category and further drive brand loyalty.”

Ribena sees an uplift of more than 22% in the summer months - higher than the category average of 13% (IRI 28.01.18).