Plenish, the dairy alternatives and juice shots brand owned by Britvic, has launched its first-ever TV campaign.
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 launched its new campaign platform ‘Wake Up with Plenish’ earlier this year 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 a factor. Plenish will showcase its range of products, including plant-based m*lks and health shots, which have seen value sales grow by 80.3% and 416%, respectively.
The four idents each show a different Plenish product in entertaining morning scenarios, playing on the ‘Make it a good morning’ tagline.
Russell Goldman, Managing Director at Plenish, commented: “The Channel 4 sponsorship marks a huge milestone in the Plenish journey, boosting our brand awareness and expanding our reach to more consumers, ensuring we’re front of mind when they are shopping.
“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.”
