DASH, the soft drink championing wonky fruit, is kicking off the summer by taking over London with its first ever campaign to encourage Londoners to embrace fruits’ imperfections.
Its bold and visual campaign, called #lovewonky, spans London’s underground and bus stations, and is on a mission to increase awareness of food waste.
Leading the new wave of soda water, DASH is answering increasing consumer demands for sugar free options, and tapping into the 93% of UK adults who want businesses to do more to protect the environment.
The #lovewonky campaign is set to reach over 3 million people across London.
The brand is also launching its biggest sampling campaign to date and will be handing out 120,000 cans of sparkling water across Central London, Wandsworth, Clapham, London Bridge and Shoreditch.
DASH’s response to increasing demand for healthy and sustainable drinks has been successful. The brand grew by 118% in 2021, with YoY sales increases over 100% since its founding in 2017.
“We are so excited to launch our first ATL campaign,” commented DASH co-founder, Jack Scott.
“Between 30-40% of fruit grown in the UK doesn’t reach our plates, which we think is crazy.
“The Deliciously wonky campaign emphasises the serious problem of food waste in a fun, eye-catching way, making noise, and celebrating London’s wonky side.”