Naked partners with Radio X to support the launch of two new smoothie flavours Launch marks Hearts & Science’s first campaign with the brand
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London, 20th April: Naked Smoothies, the UK’s number one functional smoothie brand from Tropicana Brands Group, has launched their partnership with Radio X as part of the launch of two delicious new breakfast smoothies: Naked Strawberry & Banana and Naked Pineapple & Passionfruit. With 38% of smoothies drunk in the mornings2, the Radio X partnership will bring these new flavours to consumers during their morning routine.
The anchor part of the campaign is a partnership brokered with Radio X’s flagship breakfast show, The Chris Moyles Show, which started on the 17th April and spans both paid media and influencer talent.
The Radio X partnership will run until 14th May with brand-tailored ads broadcast on the show during the first week of the partnership, supplemented by talent integration with the show’s presenters, as Moyles aims to make Toby Tyrant’s mornings more colourful with Naked Smoothies.
The launch of the new smoothies is also being supported by a through-the-line media campaign encompassing OOH, VOD, YouTube and social activity, to bring to life Naked’s new brand platform encouraging drinkers to make their mornings more colourful by starting the day with a Naked Smoothie.
The campaign also aims to build awareness with 30-second spots across BVOD and SVOD platforms to cover ITVX (including a homepage takeover), All 4, Sky (with SkyAdvance integration), and Netflix. It will also include six-second pre-rolls on YouTube, plus a masthead, and ads running across TikTok and Meta.
DOOH placements in rail hubs in close proximity of key stockists such as Sainsburys, WHSmith and Tesco will follow from 14th April, with the creative split between morning and afternoon.
Rachel Peace, Managing Director at Hearts & Science, says: “We’re thrilled to see the launch of our first campaign with Naked Smoothies. It comes at a significant time for the brand as it launches a vibrant new brand proposition.
“Working with the team has given us the opportunity to build bold and engaging activations, which align to the brand’s new image, to drive mass awareness and ensure its new flavours stand out in the market.”
Charlotte Ashburner, Tropicana Brands Group, concludes: “Launching the new Naked Breakfast Range; Naked Strawberry & Banana and Naked Pineapple & Passionfruit alongside the revised brand proposition is a pivotal moment for the brand and the strategic thinking, creativity; and passion that the Hearts team have brought to this campaign has been fantastic. We’re delighted to see our first campaign together go live.”
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Editors notes
1 Retail Sales Value £ Nielsen Chilled Juice Database, 2022
2 Kantar WorldPanel Juice Database 2022
About Hearts & Science in the UK
Hearts & Science UK is an agency of over 100 people with billings of £160m. (Hearts UK clients include Jaguar Land Rover, GoCompare, Peloton, Ocado, Sanofi, Center Parcs, Yakult, Tropicana, Naked Smoothies, Thames Water, Freeview and The Co-operative Bank.)
@HeartsScienceUK
More about the Hearts & Science Network
Hearts & Science is a global marketing communications network that has been disrupting the media industry with a future-facing approach to media planning and investment since its launch in April 2016, securing a string of high-profile account wins including P&G, Barclays and AT&T. Headline clients include P&G, AT&T. Hearts globally has $6Bn Billings and 1600+ employees across 31 offices and counting.