Pom Wonderful, the 100 per cent Californian pomegranate juice, is set to hit UK television screens during March and April with a £1.2m (€1.42m) advertising campaign.
According to the group, the campaign will feature on both terrestrial and digital channels over a four week period commencing on 25 March 2013.
The marketing concept will focus on the fact that Pom Wonderful 100 per cent juice contains six fresh pomegranates that are grown, harvested and processed by Pom Wonderful, and that no other pomegranate juice has complete ownership, and therefore control, over the tree-to-bottle process.
'Pom Wonderful is currently ranked sixteenth in the total chilled juice category with our 100 per cent blend, and UK sales continue to rise,' explained Pom Wonderful brand manager Charlotte D’Hoogh. 'This is partly due to increased distribution, as well as the introduction of a new pomegranate blueberry blend.
'We are confident that the impact of our television advertising campaign will see sales increase even further,' she added.
Pom Wonderful will also create new retail-ready packaging with a shrink-sleeve bottle, and is also set to launch an on-pack promotion to win a drinks party in the summer.
