Ribena 'migration' by M&C Saatch

The new Ribena campaign, developed by M&C Saatchi, is an evolution of the activity that has been running for past two years to remind adults of the large quantities of blackcurrants that make it into Ribena, using the strapline "95% of all Britain's blackcurrants make it". However, the new campaign challenges consumers to think of Ribena for a range of delicious berry flavours beyond the familiar blackcurrant, including pomegranate, blueberry, cranberry and raspberry. The campaign will run on TV, cinema and outdoor, as well as interactive.