Dairy alternatives and juice shots brand Plenish has announced its first-ever TV sponsorship with Channel 4. 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 recently launched its new campaign platform "Wake Up with Plenish" earlier this year and represents the brand’s largest marketing investment to date.
Running from the 1 August 2024 to 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 key. This will provide an opportunity to showcase Plenish’s range of products, including plant-based m*lks and health shots, which have seen value sales grow by +80.3 per cent and +41.6 per cent respectively.
The four humorous idents each show a different Plenish product in entertaining morning scenarios, they play on the ‘Make it a good morning’ tagline while perfectly complementing Channel 4's sitcom programming.
“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,” said Russell Goldman, Managing Director at Plenish.
“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.”
With 69 per cent of adults trying to proactively lead healthier lifestyles, the Britvic brand recognises the opportunity to deliver just what consumers are looking for: products made with simple ingredients and credible health claims that don’t compromise on taste and function. With this in mind, Plenish’s most recent launches have included Beet Balance, a blend designed especially to support women’s health, and Mango Sunshine, offering 100 per cent of the recommended intake of vitamin D in one shot. Alongside the functional benefits, both recipes are packed with cold-pressed and plant-based ingredients, capturing the natural and flavourful taste consumers love in Plenish products.
