Nudie brings back the squish in new Common Ventures campaign

Chilled juice brand Nudie has launched Embrace the Squish, a campaign from Common Ventures designed to remind shoppers of its long-running product truth: 100% squished fruit.

The campaign leans into Nudie’s use of real fruit rather than concentrate or added flavours, turning the physical act of squeezing fruit into a playful creative platform.

Running across out-of-home, BVOD and social, the work uses giant pieces of fruit to bring Nudie’s cheeky tone back to the surface.

On social and BVOD, the campaign plays off one of Nudie’s distinctive brand assets, 21 oranges, asking how many oranges could fit into places such as a cafe, van or playground. The answer, according to the brand, is not as many as it squeezes into a 2L bottle of Nudie juice.

Emma Fogarty, head of marketing at Nudie, said the campaign was built around the brand’s simple product ethos.

“Nudie has a strong, clear brand ethos: we create good using nothing but the good stuff,” Fogarty said.

Jane Burhop, executive creative director at Common Ventures, said the campaign was built from a simple product truth.

“The best bit about this campaign was the fact that we had a simple, no-nonsense product truth – a juice that was nothing but squished fruit,” Burhop said.

The campaign gives Nudie a simple way to reinforce its real fruit credentials while leaning back into the playful tone the brand is known for.