Nudie Juice gets cheeky in new campaign
Nudie Juice has launched a cheeky new campaign to promote its ‘Nothing But’ product range, via Bench and Lionize, a Reason Group Company.
The digital out-of-home (DOOH) and social campaign called ‘Nothing but Nude Fruit’ is inspired by the brand’s name, and aims to showcase the juices that contain 100% fruit.
Emilie Durand, head of digital marketing at Nudie, said: “nudie is a much loved Aussie brand, but we wanted to remind people what the brand offers them.
“Rolling out the ‘nothing but nude fruit’ campaign idea, using a blend of programmatic and digital-out-of-home is a highly targeted and impactful way for us to turn our audience’s grocery run into a nudie run.”
Creative director at Lionize, Rich Price, added: “This fun campaign not only communicates a clear benefit to consumers, but it re-establishes the meaning behind the nudie name, and the playfulness long associated with the brand.”
Bench’s senior account manager, Nate Vella, said it was important to consider a cross-channel audience media strategy.
“At Bench, we’re always looking for ways to innovate and disrupt the market digitally and I think the key to that for this campaign was the combination of DOOH with eye-catching Social videos.
“By engaging consumers across familiar video placements and continuing the narrative away from their devices using DOOH, we’re able to keep nudie top of mind and drive consideration close to point of purchase,” Vella concluded.
The campaign has been pushed out across Meta, TikTok and major DOOH placements across Australia.
Credits:
Brand: nudie
General manager: Samantha Hutson
Head of digital marketing: Emilie Durand
Head of brand marketing: Brooke Parker
Senior designer: Amarna Kelly-Grant
Media agency: Bench
Senior account manager: Nate Vella
Senior performance manager: Jamison Milessis
Performance manager: Enlo Wang
Creative agency: Lionize – A Reason Group Company
Group account director: Lauren Harris
Account manager: Ordella Wall
Creative director: Rich Price
Creative lead: Sally Maish-Beerworth
Senior designers: Zac Slater / Sarah Gibson
Content producer: Mitch Clark
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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