Pomegreat's first above-the-line media campaign directly helped raise brand awareness by 47%, leading to a 52% increase in trial. This was achieved through a combination of fieldwork and desktop research and a defined strategic approach, which was carried through to a multi-media campaign using press, outdoor and online advertising. Their strategic thinking was based upon a need to build on the positive PR generated through the association with health benefits, but expanding that to reflect the product's unique attributes: that pomegranates are the super fruit, and a unique sensory experience, and that Pomegreat is a highly visual product with a unique colour. The campaign helped Pomegreat achieve a market value of £16.4m and a market share of 5.2% within the ambient juice sector