Plenish, the leading brand for single shots in the UK, has announces the launch of its biggest marketing campaign to date, ‘Give it a Shot’.
The campaign will spotlight the health and lifestyle benefits of Plenish’s range of health shots, and aims to encourage consumers to invest in their wellbeing and upgrade their daily routine with a Plenish shot.
Plenish shots have taken the market by storm, growing tenfold to over £10 million RSV in just two years, propelling overall growth for the category. Shots have grown 617 per cent in sales value in four years, and the category is now worth £42.1 million.
Targeting key health and wellness needs, the range includes Ginger Immunity, Turmeric Recovery, Berry Gut Health, Mango Vitamin D, Beet Balance, and Spirulina Detox.
The new ‘Give It a Shot’ campaign uses positive and disruptive language to raise awareness for Plenish shots during a key time for the wellness category. The launch of the campaign has been timed to offer consumers a reminder to maintain healthy habits all year round, particularly post the January reset.
“Our ambition is to challenge the status quo and make sure that when Brits hear or see the word ‘shot’ they think of health first,” Alex Petrogiannis, Marketing and E-Commerce Director at brand owner Carlsberg Britvic, said.
“By disrupting consumers’ perceptions, we want to bring in new shoppers to the category and accelerate its already phenomenal growth. Plenish is a brand people trust and, as such, we are uniquely positioned to make it happen.”
The campaign will run throughout January and February, including nationwide out of home advertising, display and paid social media across Instagram and TikTok, sampling activity including vending machines, shopper marketing and exclusive events.
The advertising will dominate Old Street, Euston, Notting Hill Gate and South Kensington tube stations from 27 January. It will also appear across the nation, both roadside and in railway stations including Bournemouth, Brighton, Bristol, Manchester, Reading, and London stations including Blackfriars, Charing Cross, Euston, St Pancras, Wandsworth Town, and Waterloo.
The campaign will run alongside the brand’s debut in TV advertising with the continued sponsorship of Channel 4’s breakfast programming, which has been on-air since summer 2024 and aims to reach an estimated audience of over 15 million viewers by mid-February. The campaign follows Plenish’s recent ‘Nothing to Hide’ campaign in October, which focused on the brand’s commitment to ingredient transparency when it comes to plant-based m*lks.
The creative campaign will also be visible in Virgin Active clubs across the country with media displayed on vending machines, which are fully stocked with the Plenish shot range.
Plenish is also running a paid social media campaign across its Instagram and TikTok channels, with content produced by creators in the wellness and lifestyle sphere. To further bring the campaign to life with in-person experiences, Plenish has partnered with London-based running hub, Runlimited to host a ‘Run & Rave’ event in London on 31 January, where participants will enjoy a 5km run followed by a rave fuelled by Plenish’s wellness shots.
