Lucozade set for mass sampling campaign and Deliveroo tie-up

Lucozade Energy has unveiled a significant sampling campaign set to take place across the UK this summer, along with a tie-up with Deliveroo.

The activity will bring Lucozade Energy Orange and Original to consumers from July until September, with 4m samples set to be given out in total, ensuring that the product will be firmly in consumers’ minds, and therefore meaning that wholesalers should be certain to stock up to deal with a potential rise in demand.

Backed with a total £20m brand investment, Lucozade Energy will be offered at high footfall locations including commuter train stations and shopping centres, as well as through the brand’s first partnership with Deliveroo. The sampling drive aims to break down traditional “occasion boundaries”, bringing energy to more consumers at occasions such as lunchtime and after work instead.

In partnership with Deliveroo, meanwhile, Lucozade Energy will dispatch Orange and Original samples with Deliveroo orders. Each sample has a unique ring-pull code on the can, and when redeemed on Lucozade’s website, gives the recipient a £5 Deliveroo credit.

Jon Evans, marketing & business development director at Lucozade Ribera Suntory, said: “This summer’s campaign is an incredibly bold and ambitious move for the brand – in fact, it’s our biggest-ever sampling campaign. Lucozade is one of the UK’s biggest FMCG brands, and so it’s critical we continually look for ways to reach new consumers and we know sampling has proven to do just that.

“All the investment we put behind our brand is centred around driving sales for retailer partners, and we can’t wait to see our customers reap the benefits of this campaign. We have an ambitious programme of activity and this is just the beginning for the brand.”

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Martyn Fisher
Martyn Fisher is the Editor of Better Wholesaling. Martyn can be found on Twitter on @BW_Martyn, or can be contacted via martyn.fisher@newtrade.co.uk and 020 3871 6490.

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