Food & Drink news

Boost launches major campaign to honour local go-getters

From left, Marty McNally, a graphic designer and a DJ, and Katharine Walker a nurse, presenter and model.

Functional drinks company Boost has launched its biggest and most exciting marketing campaign to date, Choose Now, investing £1.2m into the campaign, spanning across TVC, digital, social media, and OOH as well as revealing a complete brand refresh.

The Choose Now campaign, which focuses on living in the moment whilst juggling multiple jobs, hobbies and passions at once, will be rolled out across key regions in Northern Ireland and Great Britain.

The TVC which launched earlier this month across major TV stations such as Sky, Channel4 and ITV is fun, with a cinematic look and feel and engages the audience on every single beat. The digital creative will be upweighted on YouTube, in a series of 6”, 10” and 30” videos.

The product packaging refresh includes revamped logos unique to each range, as well as an updated energising visual for both the cans and bottles. Every element has been designed to give the products a more premium feel, helping them stand-out on shelf, driving a higher propensity to purchase.

The Choose Now initiative celebrates local go-getters from all over Northern Ireland who want to live their lives to the full and one aspect of the campaign is the offer of a financial boost to help them achieve their goals.

There is a share of up to £5,000 up for grabs for five winners (£500 – £2000 per successful claimant) who need a little boost to scale up a hobby or side hustle to help make their dreams a reality. Each winner will also be assigned a mentor to work with them and provide practical advice and guidance.

To help those who are interested in exploring their interests and hobbies and want to take them one step further, Boost is also hosting exclusive virtual Hustle Hub workshops where inspirational local people will be profiled. These people will explain how along with their day job they also manage a side hustle and are striving every day to choose now and achieve their aspirations.

For a chance to win a share of £5,000 and find more about Boost’s Hustle Hubs, entrants should visit and simply state in no more than 500 words why they deserve a grant to be in with a chance to win.

“Our marketing campaign this year is bigger and better than ever before, and we’re absolutely thrilled to see the new TVC campaign and OOH bring this new position to life,” said Adrian Hipkiss, marketing director. “This is our biggest investment to-date, and we could not be more excited to share this with independent retailers and wholesalers.

“As a business that is committed to selling exceptional value products exclusively through independent retailers, this campaign was developed with the channel in mind to ensure we’re continuing to add value. The campaign is a real step-change for us and leverages our challenger credentials as a down-to-earth brand that champions everyday, local people something that we hope will resonate with our audience and drive more people into stores.

“We’re really excited to launch the initiative across Northern Ireland where we are giving all local go-getters the chance to elevate their passions and hobbies. So, if you’re a DJ who needs new equipment, a dancer who would like new outfits or a budding photographer who wants to update to a better camera, let us know what you need and why.”

The Choose Now campaign comes off the back of an incredibly successful start to 2020, with Boost currently holding the province’s top two selling soft drinks* as well as being the 2nd largest and third fastest-selling iced drink brand where stocked in NI within the local independent convenience channel**.  Boost is available in various pack formats across seven core Energy flavours, Sport, Protein, Iced Coffee, as well as limited editions.

* Based on Units Sold IRI Marketplace Convenience NI  52 weeks to 9th Aug 2020

** IRI Marketplace Convenience NI 12 weeks to 9th Aug 2020

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