Plenish has launched its biggest marketing campaign to date, urging consumers to redefine what it means to ‘Give it a Shot’ and invest in a healthy routine.

The 360 campaign will run until February and be showcased nationwide through out-of-home (OOH), social and sampling activity including Virgin Active gym vending machines, and exclusive events.

The creatives depict Plenish shots alongside messages that read: “Shots that won’t make you text your ex’ and ‘Shots your nan would approve of'”.

It aims to promote the health drink brand‘s shot range, which includes Ginger Immunity, Turmeric Recovery, Berry Gut Health, Mango Vitamin D, Beet Balance, and Spirulina Detox.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Developed by creative agency Lucky Generals, the campaign will focus on areas of high footfall including Old Street, Euston, Notting Hill Gate and South Kensington tube stations, including both roadside and railway stations such as Bournemouth, Brighton, Bristol, Manchester, Reading and other London stations.

The Carlsberg Britvic-owned brand‘s campaign will also run alongside its previous debut into TV, with the continued sponsorship of Channel 4’s breakfast programme, which first aired last summer. Plenish estimates that by mid-February, the campaign would have reached an estimated 15 million viewers.

It follows Plenish’s strong performance last year as the brand’s sales more than doubled, aided by new campaigns and product launches. In 2024, its sales skyrocketed by over 101% to over £10 million in just two years.

Carlsberg Britvic marketing and e-commerce director Alex Petrogiannis said: “Our ambition is to challenge the status quo and make sure that when Brits hear or see the word ‘shot’ they think of health first.

“By disrupting consumers’ perceptions, we want to bring in new shoppers to the category and accelerate its already phenomenal growth. Plenish is a brand people trust and, as such, we are uniquely positioned to make it happen.”