Italian sparkling drinks brand Sanpellegrino is telling consumers to “Treat yourself to a Taste of Italy” through an out of home (OOH) campaign with national coverage and with both static and digital creatives directing them to convenience stores.
In a bid to get one million cans in hands, the OOH campaign will be complemented by widespread guerrilla sampling across Manchester and London as the brand ramps up its campaign to drive awareness and trial. Brand ambassadors will hand out a range of Tastefully Light flavours around key occasions from a touring retro Sanpellegrino sampling bike in high footfall areas in Manchester City Centre, Manchester Stadium and Oxford Road areas, as well as Covent Garden, South Kensington, and Canary Wharf in London.
Michela Tasso, Sanpellegrino UK brand lead says: “We know that raising awareness and engaging with consumers are key for recruitment and growth, so we can’t wait to bring our ’Treat yourself to a Taste of Italy’ OOH campaign to life. Consumer loyalty to Italian sparking drinks is fantastic, but trial is an important part of our sustained investment and vital for us to grow consumer love. We’re excited to take the range on the road this summer and look forward to delighting customers in Manchester and London so they can enjoy Sanpellegrino’s iconic taste and naturalness while out and about.”
The Sanpellegrino Tastefully Light sparkling fruit range includes six flavours: Limonata (lemon), Aranciata (orange), Aranciata Rossa (blood orange), Melograno & Arancia (pomegranate & orange), Limone & Menta (lemon & mint) and Pompelmo (grapefruit). Each can includes at least 16% real fruit juice sourced from Italy and the Mediterranean and sweeteners from natural sources. The Tastefully Light range of beverages are non HFSS and not liable for the Soft Drinks Industry Levy.
Sanpellegrino Tastefully Light sparkling fruit ranges are available to purchase in most major wholesalers including Booker, Bestway, Costco, Dhamecha, Brakes, Bidfood, Parfetts & Hyperama.
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