Sanpellegrino, the Italian sparkling drinks brand, has taken to the road in a targeted OOH campaign, ‘Treat yourself to a Taste of Italy’.
The campaign will see both static and digital creatives placed near key retail partner stores – including WHSmith, Sainsbury’s, Tesco, ASDA, Waitrose and Morrisons.
The drinks brand has also employed widespread guerrilla sampling across high-footfall areas in Manchester and London, in an attempt to raise more awareness of the campaign and Sanpellegrino’s products.
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In addition, the soft drink brand will be activating a pop-up Piazza Bar on the Southbank in July, giving Sanpellegrino a chance to promote its full product range.
Sanpellegrino UK brand lead, Michela Tasso, said: “We know that raising awareness and engaging with consumers are key for recruitment and growth, so we can’t wait to bring our ‘Treat yourself to a Taste of Italy’ OOH campaign to life.
“Consumer loyalty to Italian sparking drinks is fantastic, but trial is an important part of our sustained investment and vital for us to grow consumer love.”
The move follows Sanpellegrino partnering with Taste of London to become the official soft drink sponsor for this year’s annual food festival held in Regents Park.
