Grove Juice encourages Aussies to ‘get up to some good’ this Christmas in new campaign via Scout Frontier and Akkomplice

With the festive season traditionally one of indulgence, Grove Juice is inviting revellers to “get up to some good” with a bold new brand strategy, developed with strategic media agency Scout Frontier.

The large-scale media campaign relaunches the Grove Juice brand on 22 October 2023.

It introduces a new logo and packaging design for the 50-year-old brand across a multi-format media strategy targeting consumers who appreciate good food and quality products.

The OOH-led campaign is supported through longer brand storytelling across BVOD, YouTube and social, aspirational editorial opportunities and new distribution in major retailers across Queensland, New South Wales and Victoria.

Scout Frontier managing director Shelley Cook said the launch was timed to reach grocery buyers across the festive season: “Having done a deep dive into the mindset of the target audience, we identified an opportunity to weave Grove into content that speaks to their entertaining aspirations, showcasing how Grove elevates life’s joyful and meaningful eating occasions.”

To make Grove Juice the clear choice of the season, the media strategy included a partnership with delicious. and Home Beautifulacross print, digital and social.

Grove Juice features in decorative tablescapes, recipes and elegant hosting tips, as well as custom napery – napkins, aprons, tablecloths – designed with the brand’s new label artwork.

Says Cook: “The inclusion of the brand iconography in this way was a strategic idea to reinforce premium brand associations and drive differentiation by stretching Grove into contexts not typical of the juice category.

“Our media strategy drives maximum attention, helping consumers quickly build a definite and memorable view of Grove.

“Launching with OOH as the primary broadcast channel meant we could showcase the new bottle design and label with a high frequency and drive recall at shelf.”

The large-scale OOH-led media campaign includes a mix of high-impact large-format roadside billboards in blue ribbon locations as well as bold transit formats and proximity retail panels.

Grove Juice general manager marketing Liz Brookes said the media campaign captured the goodness and delight synonymous with the brand: “Grove is one of the only vertically integrated juice businesses in Australia and coming from an exceptionally strong foundation, this campaign presents an opportunity to take a leadership position in the category.

“With only two months until Christmas and lots of brands competing for attention, we worked with Scout Frontier to develop a smart media strategy to build brand relevance and distinctiveness quickly.

“We’re ready to showcase our sensational juices to Australian shoppers and help them get up to some good.”

The campaign runs for eight weeks.

Media agency: Scout Frontier
Creative agency: Akkomplice
PR Agency: Red Havas
Brand: Grove Juice