Mogu Mogu

How we took Mogu Mogu from TikTok trend to soft drinks trade sensation

The Results

TARGETING TRADE

81 pieces of trade media coverage, including 11 with the UK’s no.1 FMCG publication, The Grocer

REACHING FURTHER

3.9M+ total reach across coverage generated in the first 8 months working together

SOARING
SOV

33% share of voice in The Grocer’s Top Products: Juices & Smoothies report

LAPPING UP LISTINGS

Thanks to trade PR, listings in major retail chains have increased by +55%

The Task

Mogu Mogu tasked us with creating a trade comms plan that would force FMCG media and key industry decision makers to sit up and take notice of THE viral brand taking TikTok food & drink trends by storm and shaking up the soft drinks market. Our mission: Generate listings opportunities by showcasing Mogu Mogu’s breakaway from world foods speciality drink to become a main aisle must-stock.

Insight

The perception of Mogu Mogu as a niche brand destined to remain in the World Foods aisles is so last year. Having reached viral fame on TikTok to become the UK’s fastest-growing soft drinks brand in 2023 – with a sellout of 41.7M bottles and counting – it was time for us to get FMCG media talking about its major milestones with a trade PR strategy that would secure ample attention for the trending brand and take Mogu Mogu into mainstream fixtures and chillers.

THE IDEA & EXECUTION

To generate quality media coverage that echoes the brand’s viral popularity and sales success, we developed a comprehensive trade comms strategy designed to put Mogu Mogu top-of-mind for industry-leading trade journalists and, in turn, key decision makers in the FMCG space.

Starting as we meant to continue, we immediately created a duo of news stories that showcased Mogu Mogu’s significant investment in the UK market – from a six-figure nationwide marketing campaign to its first foodservice contract – resetting brand perceptions and arming journalists and retailers alike with even more reasons to believe in the UK’s leading nata de coco beverage.

Beyond simply telling media why Mogu Mogu is a must-stock soft drinks sensation, we showed them. We introduced – or reintroduced – media to Mogu Mogu with an interactive sampling day at the UK’s leading FMCG trade publishing house William Reed Business Media, publisher of titles like The Grocer and Convenience Store. Bringing the fun and the flavour, we distributed over 500 samples to 150+ leading FMCG experts in an event complete with an engaging ‘golden ticket’ prize hunt to immerse them fully in the brand’s fun, playful personality. Not content to stop at just one media house, we distributed bespoke branded mailers to a shortlist of x20 of the most influential trade journalists across multiple grocery, convenience and wholesale publications, onboarding more brand advocates in the process.

Having made a splash, we’ve now turned our attention towards sustaining momentum with a laser-focused news schedule, features programme + complementary advertising to secure year-round, cross-channel visibility for the brand.

The final piece of the puzzle? An awards schedule designed to generate further recognition for the soft drinks brand that’s already got millions of Brits hook, line and sinker with its great taste, quality and genuine USP.

The Client Take

I’m blown away by the tangible impact this trade comms plan is having on our bottom line. Beyond driving awareness through the roof, the coverage R&T has generated in leading trade publications is supporting important listings conversations. We’ve been contacted directly by buyers looking to take on launches they’ve seen in the press and we’ve no doubt about the influence R&T has had in helping us to secure a raft of major new wholesale and supermarket listings.

Ash Chadha – Sales & Marketing Director ASCO Foods

Havana Club

Fisherman’s Friend

WHYTE & MACKAY

PUKKA