Client: Rocks Organic
Viacom Brand Solutions (VBS) – the sales house for MTV, VH1, Nickelodeon and Paramount Comedy – has unveiled premium squash producer Rocks Organic as its latest partner in its ‘Force For Good’ campaign – bringing another smaller, healthy food advertiser on to our TV screen.
The campaign, created and planned by VBS, will be launched exclusively on Paramount channels and will reflect the Rocks Organic range as stylish, up-market alternatives to standard fruit juice drinks.
Showcasing the natural, homemade style of the squashes, the campaign is aimed at the whole family and ethically concerned consumers.
Rocks Organic squashes are produced using high-quality organic ingredients and without the use of artificial sweeteners, colours, flavours or preservatives. The brand advocates producing healthy, natural and authentic squashes that enhance the environment.
The ‘Force For Good’ initiative offers to match pound for pound advertising spend for organisations whose products or services promote social good. The Rocks Organic deal is the fourth of ten to be announced in 2008, following on from deals that have promoted pro-social, energy efficient and recycled products.
In March, VBS announced a deal with Kidsnax as part of the ‘Force For Good’ initiative to promote fruit alternatives for children and followed this up by partnering Rainforest Alliance certified fruit juice, Good Natured.
MD of VBS, Nick Bampton, said, “Rocks Organic offers a natural synergy with the “Force For Good” premise - that advertising can be used to promote societal change for the better.
“The Paramount brand will give the perfect platform for Rocks Organic to communicate and re-enforce this ethos, whilst engaging with an audience aware of healthy alternatives.”