This summer, Sanpellegrino Italian Sparkling Drinks is hitting the road with their “Taste of Italy” campaign. The campaign aims to raise awareness and engage with consumers, promoting trial and increasing customer loyalty. To achieve this, a strong out of home (OOH) campaign will be rolled out nationally, featuring both static and digital creatives strategically placed near stores.
As part of the campaign, brand ambassadors will be stationed in high footfall areas in Manchester City Centre, Manchester Stadium, Oxford Road, Covent Garden, South Kensington, and Canary Wharf in London. They will hand out a range of Tastefully Light flavors from a retro Sanpellegrino sampling bike, allowing customers to enjoy the iconic taste and naturalness of Sanpellegrino while on the go.
According to Michela Tasso, Sanpellegrino UK brand lead, consumer engagement is a vital element for recruitment and growth. She expressed excitement about bringing the “Treat yourself to a Taste of Italy” OOH campaign to life, and looks forward to delighting customers in Manchester and London. Tasso highlights the importance of trial in their sustained investment and the growth of consumer love for Italian Sparkling Drinks.
The Sanpellegrino Tastefully Light sparkling fruit range offers six delightful flavors: Limonata (lemon), Aranciata (orange), Aranciata Rossa (blood orange), Melograno & Arancia (pomegranate & orange), Limone & Menta (lemon & mint), and Pompelmo (grapefruit). Each can contains a minimum of 16% real fruit juice sourced from Italy and the Mediterranean, as well as sweeteners from natural sources. Importantly, the Tastefully Light range is entirely non HFSS and is not subject to the Soft Drinks Industry Levy.