Tropicana From Grove to Glass

Focusing on the idea that 'Great tasting juice doesn't just grow on trees' our new campaign takes us through the journey of nurturing Tropicana oranges from caring for the seedlings through to gently hand-picking the oranges and then squeezing them within 24 hours to capture as much flavour as possible. The emphasis is on the passion, dedication, and 60 years of experience and craftsmanship that goes into making the best tasting juice.

The new campaign is driven by the consumer insight that reveals people increasingly want to see the journey that their food or drink goes on before it gets to them. Previous advertising campaigns for Tropicana have been more focused on the beauty of the final product - the juice in the glass.

Alongside the 30 second advert, we have also developed a series of 16 broadcast idents featuring different juices in the brand's range that will be used as part of their sponsorship of Channel 4 and UKTV food programmes. The TV ad campaign will also be supported by Tropicana's year-long media partnership with Guardian.co.uk.

2 August 2011