Sanpellegrino has launched a national ‘Treat yourself to a taste of Italy’ outdoor marketing campaign alongside sampling activity to drive consumer trial of its Tastefully Light sparkling fruit range this summer.

The campaign sees static and digital outdoor creatives placed in proximity of retail locations. It is complemented by a sampling campaign taking place across London and Manchester to get one million cans in consumers’ hands.

Brand ambassadors will hand out a range of Tastefully Light varieties from a touring retro branded sampling bike in the Covent Garden, South Kensington and Canary Wharf areas of London, as well as the City Centre, Manchester Stadium and Oxford Road areas of Manchester.

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Michela Tasso, Sanpellegrino UK brand lead, said: “We know raising awareness and engaging with consumers are key for recruitment and growth, so we can’t wait to bring our “Treat yourself to a Taste of Italy” campaign to life.

“Consumer loyalty to Italian sparkling drinks is fantastic, but trial is an important part of our sustained investment and vital for us to grow consumer love. We’re excited to take the range on the road this summer and look forward to delighting customers in Manchester and London so they can enjoy Sanpellegrino’s iconic taste and naturalness while out and about.”

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