Philips urges nation to ditch bottled juice in #RealJuice campaign
Philips has launched a campaign encouraging the nation to ditch bottled juice in favour of freshly made in an ad funded series hosted by celebrity nutritional health coach Madeleine Shaw.
Philips worked with Carat and Videojug to raise awareness of the brand’s range of juicers in the campaign, which provides recipes while showing the benefits of freshly made juice.
As part of Philips’ partnership with Videojug, which was managed by Carat, the series of six videos will be placed on channels such as Mail Online, Daily Express, Channel 4, Hello!, Closer, Channel 5, Men’s Fitness and Digital Spy. The videos will also be distributed and hosted on self-contained brand pages across the entire Videojug publishing network.
Gemma Cooper, marketing manager for kitchen appliances at Philips UK, said: “This campaign enables us to engage with our UK audience in a very exciting and original way, whilst showing that Philips is committed to developing innovation that matters and makes a difference to people’s lives.”
Carat also worked with Dentsu Aegis Network sister agency, iProspect, to create a paid social campaign on Facebook and Twitter to optimise the campaign’s reach, using the tag #RealJuice.
Christina Qazi, creative solutions executive at Carat, said: “This unique partnership, which takes full advantage of Videojug’s powerful publishing network, combined with Taboola’s pioneering technology, enables Philips to reach unprecedented levels of targeting.”
A PR campaign managed by Philips PR agency, One Voice, will see Shaw creating the one-a-day juice plan, with the agency also running media events, managing the social media activity and aligning the video content messaging with the supporting PR activity. Philips’ global advertising partner, Ogilvy, also provided guidance on branding and support developing the creative work.
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