Naked Smoothies has this week partnered with Radio X to unveil a new campaign for the rollout of two breakfast flavours, Strawberry & Banana and Pineapple & Passionfruit.
Brokered by media agency Hearts & Science in its first campaign for the Tropicana-owned brand, the partnership will be centred around executions on Radio X’s flagship breakfast show, The Chris Moyles Show, spanning both paid media and influencer talent.
Running until 14 May, the collaboration will include brand-tailored ads broadcast on the show, supported by talent integration with the show’s presenters.
“We’re thrilled to see the launch of our first campaign with Naked Smoothies. It comes at a significant time for the brand as it launches a vibrant new brand proposition,” Hearts & Science managing director, Rachel Peace said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“Working with the team has given us the opportunity to build bold and engaging activations, which align to the brand’s new image, to drive mass awareness and ensure its new flavours stand out in the market.”
The campaign will be supplemented by 30-second video-on-demand spots across ITVX, All 4, Sky and Netflix, alongside six-second pre-rolls on YouTube, ads on Meta and TikTok and digital-out-of-home assets concentrated around rail hubs.
Tropicana Brands Group head of marketing Charlotte Ashburner added: “Launching the new Naked Breakfast Range; Naked Strawberry & Banana and Naked Pineapple & Passionfruit alongside the revised brand proposition is a pivotal moment for the brand and the strategic thinking, creativity; and passion that the Hearts team have brought to this campaign has been fantastic. We’re delighted to see our first campaign together go live.”
