The Drum


Red Brick Road ‘Says Aloe’ to integrated brief from Grace Foods

Grace Foods has appointed Red Brick Road as its integrated creative agency to reboot its Aloe Vera Drink, under the new brand name, Say Aloe, after a competitive pitch process.

Red Brick Road will drive the launch of Say Aloe with creatively-led advertising for both out of home and social media, with accompanying PR support for the brand, to target younger consumers and encourage them to ‘Reboot Normal’. The campaign will run throughout the summer until November.

As one of Europe’s top suppliers of world foods, Grace Foods has a market-leading range of speciality brands to the retail, wholesale and foodservice sectors throughout the UK and Europe.

The integrated campaign will see the creative and PR and social teams report to Grace Food’s Head of Marketing, Nyree Chambers and Brand Manager, Nancy Sadler.

Chambers said: “The ‘Reboot Normal’ campaign creative doesn’t just Say Aloe, it screams it. We are excited to be working with the Red Brick Road team to relaunch our product with this integrated approach, challenging the public to try something a little different, in order to reap the benefits. The product has seen great growth in recent years and now is the time to invest behind it. ”

RBR’s CEO, David Miller, said “It’s great to be working with Grace Foods to relaunch their iconic Aloe Vera drink. The campaign is a real step change for them and we’re excited to ‘Reboot Normal’ and encourage consumers to ‘Say Aloe’.”

See the work here