With thousands of new food and drink products hitting shelves every year, cutting through the noise to make sure our clients’ launches are seen by buyers and retailers is no easy task. Raising awareness of new products and showing retailers how they can boost their sales is one of the key parts of our activity with the trade media.

In 2016, Lucozade Energy tapped into the increasing popularity of low and no sugar drinks with the launch of Lucozade Zero. Hanover’s role was to communicate to retailers the importance of investing in a low calorie offering.

Our trade specialists created and delivered an extensive launch campaign. Initial tactics included tailored press office activity, alongside a media tour visiting key publishing houses and a comprehensive print and digital paid-for campaign. The team built on the launch momentum and kept Lucozade Zero in the trade press through several trade campaigns, including a new flavour extension, a bespoke placement in Convenience Store and activity with reality TV series Love Island this summer.

The launch was applauded by trade publications. Despite only hitting shelves in May, Lucozade Zero was the most successful drinks launch of 2016. The campaign’s success was recognised by the trade media, with industry-leading title The Grocer naming Lucozade Zero the top launch of 2016.

Please contact Ella McIntosh, Head of Trade, to discuss how we can help you engage with B2B stakeholders.