The dynamic nature of the UK’s retail landscape means it’s a complex and fragmented market to communicate effectively with. With industry changes occurring at a rapid pace, it’s critical to engage with all relevant retail channels to insulate businesses and brands to maintain commercial success – both now and into the future.

With the soft drinks category being a particularly competitive market, our trade team had to connect the dots across retail channels, audiences and issues in order to help Lucozade Ribena Suntory with their biggest launch of recent years, functional water brand, Fitwater, that brought a brand new proposition to the UK market.

Our team created and delivered a powerful peer-to-peer engagement project, using influential retailers to endorse the unique benefits of Fitwater to their counterparts and promoting this content through trade media and beyond. Their work contributed to Fitwater’s listings in all major grocery outlets, value sales in excess of £1.1m in the first months following the launch and Fitwater being named Top Launch of 2017 by The Grocer.