The Seriously Mixed Up Fruit campaign will air on TV and online during replays of Hollyoaks, Glee and Big Brother, while the brand’s new cherry twin characters – Les Cherries – will feature in a nationwide radio campaign.
Cherry Vimto will also sponsor the Big Top 40 national music chart show. A sampling programme will complement the campaign.
“Vimto has had a fantastic year, growing by more than 28%,” said senior brand manager Emma Hunt.
“To ensure this continues, we’re increasing our marketing investment by 20% to drive awareness and trial of Vimto and new Cherry Vimto over the crucial summer trading period.”