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Moving toward a sustainable future: The innovation and transformation of the food industry

Kees Kruythoff

chairman and chief executive officer

Sir Martin Sorrell

founder & executive chairman

Britvic taps Idris Elba to front brand relaunch of vitamin drink Purdey’s

Britvic is set to launch the ‘biggest ever’ campaign for its Purdey’s brand, which is being relaunched in an advertising blitz starring Idris Elba.

The ‘Thrive On’ campaign kicks off with a series of short films featuring real life stories to inspire people to search for ways to thrive in life. In the films, created by Iris, Elba speaks to people about ‘when they stopped growing’ and what their dreams used to be before fulfilling them for the unsuspecting interviewees.

Kevin McNair, GB marketing director, Britvic said: “We know Purdey’s is a brand with massive potential in a growing vitality category as consumers seek out healthier alternatives to stronger caffeine based energy drinks. In ‘Thrive On’ we have a platform that will make a positive impact in people’s lives and fuel that growth.”

The campaign forms part of Britvic’s aims to create dynamic brands with “cultural value”. It will roll out across digital, social and out-of-home.