Team behind Wallace & Gromit develops the "Vimtoad" for Vimto

The company is investing £6.5m in the “Vimtoad” campaign, aimed at appealing to the mums of its target teen audience.

It will run on TV and radio and will be backed with a nationwide sampling activity. A new website and a “Vimtoad yourself” app are also in development.

New packaging has also been unveiled as part of the drive, due to roll-out next month, which emphasises the three fruits from which it is made (grapes, raspberries and blackcurrants).

“Vimto’s new drive aims to boost sales across its squash, carbonate and still formats by encouraging more mums to choose it on more occasions,” explained brand manager Clare Brown.

“Its eye-catching new design came top in trials as consumers agreed the modern and contemporary packaging conveys a more refreshing, fruity and everyday product, reflects the brand’s unique and playful personality, communicates fun, excitement and vitality and makes an impact on-shelf.”

The brand has been steadily growing its presence in the on-trade recently via the free-trade and managed groups, targeting families enjoying a meal out.

“Vimtoad and our new packaging will continue to appeal to our young consumers whilst also promoting Vimto’s positive credentials including its No Added Sugar range to give mums a reason to choose the brand for their family when they are eating out.

“We’ve partnered up with world-class operators such as Aardman Animations to create a campaign that helps to define the character of the brand, create a buzz and increase demand,” Brown said.