Cranberry specialist Ocean Spray has unveiled plans to develop its on-trade business, as part of a £15m brand support package for 2009.
A new TV campaign and website will also support the initiative.
The Ocean Spray Harvest Club is a scheme that enables members to swap "berry points", which appear on all cases, for branded PoS material selected from a members' catalogue, including glassware, pitchers, cocktail shakers, parasols and staff uniforms. The catalogue also features a range of gifts including digital cameras, iPods, flat-screen TVs and luxury spa experiences.
New members to the Harvest Club will receive a pack that includes PoS kits featuring images from the brand's new TV campaign, which launches 1 March. These feature "tongue-in-cheek" messages from the TV campaign, designed for an on-trade audience.
"The Harvest Club is central to our upweighted investment in the on-trade this year and will be available to managed, leased/tenanted and freetrade cust-omers," said commercial manager Nick Short.
The company also plans to significantly increase its marketing investment in 2009, starting with a £3.5m TV campaign from March to June, as part of an overall £7m investment in support of its ambient drinks portfolio. New ad "Honey" will join most recent ad "Hose" on TV, to push the brand's inner health protection credentials ahead of the summer.
Key to the campaign are the two central female characters, who highlight the lengths to which some women go to look good on the outside, contrasted with the simple step of drinking Ocean Spray to help protect you on the inside.
"We know the trade is having a really tough time at the moment and we want to recognise and reward their support for the Ocean Spray brand," said Short.