Plenish, the UK’s fastest growing shot brand, has launched its largest campaign to date across its shot portfolio. The social and PR led activation sees promoted posts across its Instagram and TikTok channels with Sunday Times bestselling author and qualified nutritionist Emily English promoting the brand. By keeping Plenish in the minds of existing shoppers and targeting new audiences, the campaign will help retailers grow sales in the healthy shot category as brand awareness reaches an all-time high.
The announcement is timely as the brand conducted a national survey, polling over 2,000 adults and 1,000 school children (aged 6-16), which revealed a huge nutrition knowledge gap between adults and children. The survey found that one in five UK school children (20%) could correctly identify that there are 13 essential vitamins, compared to just 5% of adults. In fact, 38% of children knew that Vitamin D can be produced naturally in the body, compared to just 31% of adults. Only 12% of adults believe they take essential vitamins daily, 22% do not know good sources of vitamins, and 13% believe they prepare too many meals.
The Plenish range is designed to help people get healthier through potent superfoods. The products are easily accessible to health-conscious consumers, making them the perfect addition to a daily vitamin intake for adults and children. The range is packed with cold-pressed, plant-based ingredients to fulfill a range of functional benefits, has no added sugar, preservatives or flavours and tastes great too. In fact, Plenish currently accounts for 19% of the MAT in the UK juice shot category, currently valued at £5.71m, meaning they’re ideally positioned to help retailers meet shopper demand and continue to grow the category.
Plenish managing director Russell Goldman commented: “The survey revealed shocking results about nutrition and vitamin knowledge among adults and children. Our campaign aims to highlight this gap and raise awareness of the importance and ease of getting the right vitamin intake and eating fruit and vegetables every day, particularly through the Plenish range.”
“This couldn’t come at a better time with it now confirmed that Ginger Immunity and Berry Gut Health will be launched in 1,500 Tesco Express stores as meal bundles. Retailers are now offering all the flavours and benefits of Plenish Shots, supported by sales-driving in-store activity such as new refrigerated functional bay displays.”
The campaign, which launched in June this year, saw the opening of a Little Shot Shop pop-up on London’s Portobello Road, staffed entirely by kids and featuring market stall owners, reporters and nutritionists. The stand offered samples of Plenish Turmeric Recovery, Ginger Immunity and the new Mango Sunshine Shots, whilst quizzing passers-by on their vitamin knowledge. The campaign has also sponsored Forest Bike Rides and is selling Plenish shots on an interactive map in Tesco stores across London, alongside point-of-sale activity in Tesco stores throughout the year.
Plenish juices and shots are available wholesale as well as in Tesco, Sainsbury’s, Asda, Co-op and Ocado.
