Live from April to July 2026, the campaign will feature on OOH advertising, digital and social media as well as on the street sampling of over 500K consumers. It will attract its core audience of 18 to 34-year-olds, reaching over 20 million consumers.

Lisa McKenna, Boost Brand Director at AG Barr said they have always championed value, bringing great tasting functionality at a great price.

“Boost is not about high octane activities, we represent those who need energy for their everyday needs – the Mondays, not Mountains. So, like our name, we are straight up and embrace our simplicity so that we can deliver the best quality and best value for shoppers – truly a no-brainer choice,” said Lisa.

Boost continues to go from strength to strength and the new campaign builds on the brand’s momentum. Boost is the No.3 brand in Energy drinks^[1] and Boost Red Berry is the No. 2 top selling Energy drink¹ in Northern Ireland. Boost Sports Drinks are the No. 3 brand¹ in sports drinks and they have recently launched a new range of three great tasting, zero sugar waters with electrolytes.

“We’re aiming to build on this with our clear messaging, delivering straight up energy for straight up sales opportunities,” added Lisa.

Retailers should prominently display Boost Energy and Sport in their energy fixtures and Boost Water+ in their water fixtures to offer great-tasting, great value choices to their shoppers and drive incremental sales.

^[1] Circana, Value Sales, MAT to 07/03/26, Northern Ireland

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The roadshow will visit five locations across Northern Ireland including The Boulevard, Banbridge on 17^th August, Foyleside Shopping Centre, Derry~Londonderry on 31^st August, Victoria Square, Belfast on 7^th September, Queen’s University, Mandela Hall on 17^th September and Rushmere Shopping Centre, Craigavon on 21^st September.

The fully integrated There’s a BOOST for That campaign marks a strategic repositioning for the Boost Drinks range, including the release of its new ad, explained Amy Ankrah, Brand Manager, BOOST.

“The TV ad features everyday scenarios where people simply need a little boost. We want people to know that whether your day’s hilarious or humdrum, unforgettable or just get-through-able, every moment’s made better, with a BOOST.

“We can be there when people need some energy to power through, or want to pause and re-set with a tasty caffeine hit or are in need of some thirst-quenching hydration from our BOOST Sport range. Proving that there really is a BOOST to get you through your day,” said Amy.

BOOST REFRESH

The upcoming There’s a BOOST for That roadshow will offer the public lots of ways to interact and engage with the brand.

“We have created a bespoke installation with three different zones that will pop up at each of our locations,” added Amy.

There’s a BOOST for That campaign includes a makeover for BOOST bottles and cans as well as introducing new flavours.

“BOOST fans may have noticed that we have extended our range this year, with a new limited edition BOOST Sport flavour, Watermelon & Lime, which is already selling out in some outlets,” said Amy.

“Also proving popular are the two new Sugar Free flavours, Sugar Free Apple and Raspberry and Sugar Free Tropical Blitz, which complement our Sugar Free Original.

“We’ve also refreshed the look of our entire range to ensure BOOST products look contemporary and appealing in stores. Our delicious Iced Coffee range has received a total makeover – a brand-new look but the same great taste and made with real milk.”

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Hipkiss joined Boost in June 2019 as Marketing Director and in this time has led the overall brand strategy, accelerated insight led advertising and NPD, restructured the marketing team, successfully overseen the sales and distribution agreement with Rio and has championed the closer alignment of sales, marketing and category teams within the Boost business.

Simon Gray, CEO said: “At Boost we are proud of our ongoing commitment to adapting and developing our business structure and approach to best meet the needs of our people, our customers and our partners.

“The Commercial Director role is an exciting development for Boost that will span the leadership of the sales, marketing and category functions, and leading the overall commercial strategy.

‘I believe that we have in Adrian someone who has the skills and experience to drive the overall commercial function forward at Boost’ 

Simon Gray, Boost Drinks CEO

“In the almost five years Adrian has been with Boost as Marketing Director, he’s demonstrated a hugely successful marketing pedigree overseeing a significant and positive evolution for the Boost brand.

“Prior to his time at Boost, Adrian also held the reins in sales departments across a number of organisations and I believe that we have in Adrian someone who has the skills and experience to drive the overall commercial function forward at Boost through a combination of strong commercial acumen, commitment to being led by insight, a resolute focus on strategy and a passion for our culture.”

Adrian Hipkiss said: “I am absolutely delighted to be taking on the Commercial Director role within the business and working with the outstanding teams we have in sales, marketing and category at Boost to continue our growth trajectory, brand presence and drive our commercial strategy forward.”

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The 10 men and women from all over Northern Ireland were clearly overwhelmed to receive their well-deserved award said Jack Taylor, Retail Development Manager, Boost Drinks.

“Boost Drinks 2023 Always in Your Corner campaign put the people of Northern Ireland right at the heart of it. This year we have given amateur singers a leg up, we have helped local charities, given students a boost and kept the whole country going with our Energy, Sport and Iced Coffee ranges,” said Jack.

“The five local people and five retailers that we honoured are perfect examples of unsung heroes who are quietly doing what comes naturally to them. They expected nothing in return, so it was an absolute pleasure to give them a night dedicated to their selfless achievements. This was their time to shine, and we really hope they felt the love,” said Jack.

The anniversary extravaganza was held in the Titanic Hotel, Belfast on Thursday 2^nd November, with Boost Drinks CEO Simon Gray welcoming guests, alongside Gareth Hardy from Hardy Distribution. Hosted by Pete Snodden, and with performances by comedians William Thompson and Shane Todd, the event was a true celebration of the best of Northern Ireland.

The Boost Drinks Local Retail Heroes, who each won a slimline fridge and Boost stock, were Kearney’s in Randalstown, ViVO Essentials in Greenisland, Nearby in Kircubbin, McCreadie’s in Coleraine and The Gem in west Belfast, who were each lauded for their dedication to local charities, commitment to their customers and for going above and beyond to serve their communities.

Read the full story in the next issue of Neighbourhood Retailer – coming soon!

The post Local retailers and members of the public get a big Boost ‘thank you’ first appeared on Neighbourhood Retailer.

The Leeds-based drinks company is so familiar to people here that it is often mistaken as a Northern Ireland-based business, explained Boost Drinks CEO, Simon Gray.

“For 20 years we have immersed ourselves in every aspect of life in Northern Ireland, supporting local charities, encouraging grass roots sportsmen and women, giving NHS workers a boost and raising the profile of performers and various organisations and individuals.

“In fact, we’ve been so present in Northern Ireland society that people often think this our home which I take as a huge compliment.”

Boost Drinks is the number one best-selling energy drink in Northern Ireland with a 32% market share in convenience*.

Simon said: “We couldn’t have achieved our market position without the support of the hard-working people of Northern Ireland. So, this year was all about saying thank you for being in our corner for the last 20 years. We wanted our gratitude and our celebration to be at the heart of the brand activations for our Boost Iced Coffee, Sport and Energy ranges.”

SEARCH FOR NI HEROES

As part of its year-long Always In Your Corner campaign, the drinks company has been searching for Northern Ireland’s local heroes, whether that be deserving mums or retailers who have gone above and beyond for their communities.

Simon continued: “The search for our local heroes generated hundreds of entries and after much deliberation we chose five individuals and five retailers whose identities will be revealed at our 20th birthday celebration taking place at the Titanic Hotel on 2^nd November.

“The Boost heroes will receive a trophy, shops will get a slimline fridge and consumers will get a £200 voucher, as a thank you for all of the commitment they have shown to their customers and communities.

“As we look back, we’re proud to say that we have supported a huge array of worthwhile causes, individuals, and organisations across Northern Ireland over the last two decades. Five of them, including Malone Tornadoes Mixed Ability Rugby, Brain Injury Matters and Air Ambulance NI, plus local band, Highway 56, and Boost’s distribution partner in Northern Ireland, Hardy Distribution, shared their connection to Boost in a revealing series of short videos which can be seen on our social media channels.”

Gareth Hardy, Hardy Distribution, Boost’s distribution partner in Northern Ireland said: “We have been distributing Boost for 20 years in Northern Ireland – we have been there from day one. We are an extension of their business and they treat us just like that and I believe that’s been key to our success.

“Offering a product that is competitively priced in 2003 but did not compromise on quality or taste was exactly what the market here wanted, and consumers responded.

“Since we started working with Boost, we have gone from two employees to 10 and from 2,000 sq ft to 50,000 sq ft of warehouse space. The relationship we have with Boost is testament to how collaborative working can really pay off.”

BOOST’S IMPACT ON NI

Colleen Milligan, Air Ambulance Northern Ireland, said: “It costs around £48K per week to keep the Air Ambulance operational and we get on average two callouts per day. The £41K raised by Boost meant that our team could make 12 potentially life-saving responses getting treatment to those who need it most in the fastest way possible.”

Boost also helped catapult buskers from Northern Ireland into the public eye including Highway 56. To celebrate the launch of Boost Juic’d Blood Orange and Raspberry Crush, Boost Drinks launched Boost’s Busker Corner competition to find talented buskers who would benefit from a once-in-a-lifetime prize. There were two heats, one in Derry~Londonderry won by Jack Fairon with the Belfast title won by brothers, Fergus and Cormac McPherson, Highway 56.

Cormac McPherson, Highway 56, said: “When we entered the competition, we had no idea about the impact it would have on our careers.

“Boost helped open doors for us in the music industry and we got bookings to play at some events. It was a very proud moment and great exposure for us that we never would have achieved without Boost’s help.”

Simon Gray concluded: “As a business, it is easy to forget about the wider impact Boost has had on the many organisations and individuals here that we have worked with. We are committed to continuing to build on the good will and affection that people from Northern Ireland feel for Boost for the next twenty years.”

Since 2003, the Boost Drinks brand has grown from strength to strength, establishing itself as the number one selling soft drink in Northern Ireland*.

Boost was established in 2001 after founder (and MD) Simon Gray saw the opportunity to offer consumers a great quality energy drink at a fraction of the price of other brands at that time.

Two years later Boost, alongside Hardy Distribution, brought the brand to the local market, making the brand 20 years old in NI this year. Boost Drinks now owns the province’s top selling soft drink within the local independent convenience channel1.

* All figures are from the latest Circana/IRI based on the latest 52we to 9th September 2023. Distribution numbers are via Greenfield Marketing.

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