Nakd flavours promoted with integrated sampling day
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Natural Balance Foods has released details of an exciting new advertising campaign that launched in September 2012.
Entitled ‘Get Your Smoosh On’, the campaign will focus on Nakd flavours Berry Delight and Cocoa Orange, whilst still featuring its full thirteen bar range that includes new variants Caffé Mocha and Rhubarb & Custard, as well as the four Nakd Oatie Bars. With a total spend in excess of £120K, print adverts will appear in key London tube stations between the 17th and 30th September, as well as consumer food magazines at the start of the month, including BBC Good Food and Waitrose Kitchen. In addition, each magazine advert will feature a coupon to drive trial in store.
Underpinning this, Natural Balance Foods will sample 35,000 bars on the 20th September at four London tube stations – Oxford Circus, Bond Street, Victoria and Charring Cross / Embankment – to appeal to commuters looking for a tasty and nutritious on-the-go snack.The sampling will be undertaken by agency Motion.
The idea for the slogan ‘Get Your Smoosh On’ comes from how Nakd bars are made – simply fruit and nuts ‘smooshed’ together as well as being a call to action.
Other campaign messages include the fact that a bar counts as one of your five-a-day and no sugars or syrups are added when they are made, meaning consumers can feel good about what they are putting in their body.
Jamie Coombs, managing director and founder of Natural Balance Foods, says: ‘The new advertising campaign is an extremely exciting move for Nakd as it communicates our messaging and brand ideals in a fun, quirky and engaging way, giving us the chance to ‘coin’ a slogan for the first time. The Nakd range has gone from strength to strength over the past few years, which is why we are now in a position to make a lot more noise about the brand.”
The full Nakd range includes: Cocoa Delight; Cocoa Orange; Cocoa Mint; Berry Delight; Pecan Pie; Ginger Bread; Cashew Cookie; Caffé Mocha and Rhubarb & Custard. When it comes to the Nakd Oatie Bars, variants include: Cocoa Loco; Banana Bread; Apple Pie and Berry Cheeky.
