Plans are in place to grow the brand’s Facebook community from its current level of 240,000 based on a number of initiatives surrounding its Seriously Mixed Up Fruit marketing campaign.
The campaign was made famous by a low rider car driven carrying three animated characters - Grape, Raspberry and Blackcurrant – and has been instrumental in the brand’s success. This year, Vimto’s brand value is set to hit £60 million.
Emma Hunt, Vimto’s marketing manager, said that the brand’s increased investment in digital marketing reflects its commitment to driving trial and engaging with the teen market. “We have seen strong brand and penetration growth in the last three years and will invest to ensure this continues,” Hunt said.