Vimto, the seriously mixed up fruit drink from Nichols Plc. has launched a huge distribution drive with a key focus on the convenience channel.

The nine month campaign to push Vimto’s hugely popular range of ready to drink (RTD) SKUs covers the North West, Midlands and London and will be supported with a £1.5million media campaign featuring the Vimtoad and his orange friend, the Mixtoad

As well as the distribution drive, a media campaign will run in cinemas and On Demand, as well as across digital and social platforms. The Vimtoad character is returning with his orange friend, MixToad as the brand gets behind its original and Remix variants, which have both seen incredible growth over the past year.

In the advert, aimed at Vimto’s teen audience, the two battle it out in a seriously mixed up fruit battle. This year’s ‘toad off’ campaign is expected to have over 15.4million impressions. In addition, a Vimtoad themed suite of POS will be available to retailers for them to engage and excite shoppers at the point of purchase.

Ed Jones, Senior Customer Marketing Manager for Vimto says: “Convenience is becoming an ever bigger focus for us. Vimto Remix, which is the most successful NPD launch from the Vimto brand, has been driven by the convenience and wholesale channels – and it’s a strategy that’s working for us.”