Lucozade:Grafruitti

THE BRIEF

Lucozade’s biggest product launch of the year – the return of Lucozade Grafruitti after an eight year hiatus. Our task? We needed to turn the fan favourite flavour from cult classic to cultural phenomenon. We created a buzzworthy comeback campaign that tapped into Grafruitti fan love, and used their passion to energise the rest of the nation.

Our Insight

Grafruitti fans don’t just love Grafruitti, they worship it. And they never lost hope for its return. So, what if we celebrated and rewarded the devoted few who never gave up on Grafruitti? The ones who tweeted, tagged, begged and hunted down old bottles on eBay. Their love, noise, obsession and energy made this happen.

The Execution

Tapping into Grafruitti’s strong online community and nostalgic love for the flavour, we began teasing fans with creative community management. This included commenting on old Grafruitti-related social posts, a logo switch, and subtly updating Lucozade channel’s bios with a secret message: “Our nation shall rejoice. 01.04.26 #BackForTheBelievers”

When anticipation peaked, Grafruitti finally launched alongside a hero video featuring a host of Believers including ambassador Jude Bellingham, creators Centino Lively (@centinolivelyy) and Deetee (@officialdeeteee), and a real-life Grafruitti fan who called out to Lucozade for Grafruiti’s return. We featured Bellingham professing his love for Grafruiitti, and asking what happened to it. We revealed Lucozade’s DMs, reposts, and secret fan interactions, and reactions to the news of Grafruitti’s return. The film ended with a Grafruitti mural reveled by Morfo Peyiazis (@morfopeyiazis).

Lucozade also took to the streets to bring Grafruitti straight to fans. The team knocked on the door of true Grafruitti Believer and food creator Jaden (@gotdatsauce) to present him with a bottle and capture the moment he tasted his favourite drink.