Frontline's first task is to handle buying for the first TV advertising for Grove Fresh. Creative is through HDM.
The TV advertising will reinforce the message that Grove Fresh is a pure product with nothing added. Frontline will plan spots around programming that is likely to attract an affluent audience such as 'The South Bank Show', 'Tonight with Trevor McDonald' and 'Cold Feet'.
Andrew Shupick, director of Grove Fresh, said: "The decision to mount a major TV advertising demonstrates Grove Fresh's commitment towards the growing market for organic juices in the UK and will build on our position as the number one brand in the market."
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