Source: Dash

Dash is launching its first-ever out-of-home marketing campaign.

The brand, recently named Exporter of the Year at the Grocer Gold Awards, has kicked off a campaign called ‘#lovewonky’ across underground and bus stations.

The campaign, created in collaboration with creative agency Horse Studio, is based on the idea of “the world’s mishapen beauties” – in reference to the ‘wonky’ fruit & veg used in its drinks – and will span billboards and benches, encouraging shoppers to ’Put your feet up and enjoy being perfectly wonky with Dash’.

Dash said it would reach over three million people across London.

The brand will also mount a concurrent sampling campaign, handing out 120,000 cans of its drinks on streets in central London, Wandsworth, Clapham, London Bridge and Shoreditch.

Dash co-founder Jack Scott said the brand was “so excited” to launch the campaign, adding it would emphasise “the serious problem of food waste in a fun, eye-catching way, making noise, and celebrating London’s wonky side”.

Read more: how Dash founders Alex Wright and Jack Scott are making seltzers sparkle