Lucozade is hailing the return of its Grafruitti flavour – originally launched in 2015 as a limited edition – with a socially-led campaign designed to target “the Believers”.
Devised by We Are Social, Lucozade began teasing fans in early March with creative community management. This included commenting on old Grafruitti-related social posts, a logo switch, and celebrating “the Believers” in its Instagram bio.
Grafruitti launched alongside a video, premiering on Lucozade’s Instagram channel (@lucozade). It features a host of Believers including ambassador Jude Bellingham, creators Centino Lively (@centinolivelyy) and Deetee (@officialdeeteee), and real-life Grafruitti fans.
Opening with a cinematic zoom of the earth, the camera lands on Bellingham professing his love for Grafruiitti, and asking what happened to it. It then reveals Lucozade’s DMs, reposts, and secret fan interactions, and reactions to the news of Grafruitti’s return. The film ends with a Grafruitti mural by Morfo Peyiazis (@morfopeyiazis).
Lucozade has also taken to the streets to bring Grafruitti straight to fans. The team knocked on the door of true Grafruitti Believer and food creator Jaden (@gotdatsauce), accompanied by a choir, to present him with a bottle and capture the moment he tasted his favourite drink.
OOH content across the nation features real fans’ words and grandiose descriptions of Grafruitti, stating that the flavour is “Back for the Believers”. Strategic paid media by WPP Media supported the campaign.
Lucozade brand manager Katie Sutcliffe said: “Bringing back an iconic flavour like Grafruitti carries a unique responsibility. The fans have a deep connection, and we couldn’t let them down. We Are Social’s sharp insights help turn a relaunch into a community-led movement. Together, we’ve joined a decade-long conversation and delivered exactly what our community was craving.”
We Are Social head of sport Joe Weston added: “Grafruitti has legendary status among Lucozade drinkers, and the ‘Believers’ have kept its memory alive on social. We knew its return had to be community-first. By tapping into that organic fandom and fuelling the social sleuth culture, we’ve turned a product relaunch into a genuine cultural moment. Seeing the sheer scale of fan passion in action has been incredible.”
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