Smoothie brand Savse has launched its first ever integrated marketing communications campaign.
Aimed at ABC1 young professionals, families and students, the 'above the line' activity, titled Hard To Say, Easy To Love [sav-say], looks to embrace the brand’s unique and often mispronounced name in a light-hearted and colourful way.
The campaign, launching in late September, is spearheaded by experiential sampling activity, utilising six sheets, digital screens and digital escalator panels in high footfall stations in key areas: London’s Victoria and Liverpool Street stations, as well as Manchester Piccadilly.
Campaign spend has also been invested in bus advertising in both regions throughout the one-month duration.
Savse’s new marketing campaign comes after it was recognised by the UK Government as one of 50 Food Stars contributing to growth and innovation in the British economy and follows on from the brand’s successful launch of three new juices in collaboration with bestselling author Madeleine Shaw.
The activity also coincides with Savse’s launch in Sainsbury’s and The Co-op as well as live experiential activity at universities across the UK during Fresher’s Week.
Natasha Lytton, head of marketing and communications at Savse, said: “We know a lot of people have been struggling with how to pronounce Savse. Even I did at first, and it was this insight that drove the creative for our first ever above the line campaign. We wanted to go big, bold and playful and came up with the concept and creative in-house.
'We‘re really proud of our story and Savse’s unique heritage; it means crammed in Georgian, where our founder Guka and his mother Nina are from, because every bottle is crammed full of goodness.“
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