Diffusion appointed to handle nationwide launch of Vegesentials drinks brand
Raw fruit and vegetable drink brand Vegesentials has appointed Diffusion to handle PR following a competitive pitch.
Challenger: Vegesentials launches nationwide this spring
The product, created by husband and wife Patience and Andrew Mugadu in 2012, will launch in 123 Waitrose stores in the spring and Diffusion has been tasked with creating more media exposure for the brand beyond product placement.
Patience Arinaitwe-Mugadu, MD and co-founder of Vegesentials, said: “For us, the biggest challenge is raising our share of voice within the competitive drinks market to the point here we become a known household brand.
“Our ‘Half Fruit, Half Veg, Pure & Fresh’ message brings something new to the table but the concept needs PR to convey this important point of difference.”
Tom Malcolm, head of consumer at Diffusion, added: “Diffusion’s team has a wealth of experience and relationships from our work with food and drinks brands and we look forward to putting these into action to develop Vegesentials into a serious challenger within the health foods market.”
Diffusion will handle the brand’s social media strategy ahead of its nationwide Waitrose launch.
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