MOJU set to wake up mornings with Channel 4 Breakfast


Channel 4

The UK’s fastest-growing soft drinks brand is ramping up its mission to feed the nation’s mojo in a six-month sponsorship of Channel 4’s breakfast daypart

Since launching its first-ever ATL campaign at the start of this year, MOJU has taken the market by storm. Inspiring millions of health-conscious consumers to kickstart their day with powerful and nutritious juice shots, it’s become a brand known for its uncompromising approach to quality, potency and powerfully fresh flavours.

The new sponsorship with Channel 4 promises to deliver MOJU’s MO’tivational message and positive impact further than ever. With a predicted reach of 12 million adults over 6 months, it’s a strategic partnership that both champions the channel’s commitment to delivering innovation, while helping MOJU on their journey to becoming a household name.

The punchy idents, capture the essence of MOJU’s previous award-winning ‘Wake Shake Boom’ campaign with an invigorating morning dose of ‘you got this’ energy for Channel 4 viewers. Developed in collaboration with media agency Bicycle London, creatives at Who Wot Why and Merman director Will Clark, each spot promises to fire up breakfast TV with the unique power of a MOJU shot.

Running from August 2023 to January 2024, MOJU’s sponsorship aims to achieve far more than product awareness and broader reach. As a brand committed to improving the wellbeing of the nation, it presents an opportunity to encourage an easy-to-adopt healthy habit by creating a strong association with the morning occasion.

While that may be the lead driver for the partnership, it’s certainly not the only one that makes this union make sense. The high frequency also plays a factor, helping to establish a sense of daily ritual with idents running every day between 6.45 – 10am every weekday and 07.00 – 9.45am weekends. But crucially, both MOJU and Channel 4 are renowned for trailblazing creativity – something the idents playfully lean into.

The sponsorship investment reflects the brand’s phenomenal scaling up, projecting over £20m in 2023 retail sales and driving half of all growth in juices and smoothies to date this year. With a 62% market share in the functional shots category it created, the campaign is set to be a key support for MOJU’s increased retail distribution. The newly revamped 420ml Dosing Bottles are currently stocked at ASDA, Co-Op, Ocado, Sainsburys and Waitrose, as well as a number of other UK retailers nationwide.

MOJU’s sponsorship of ‘Channel 4 Breakfast’ was brokered by Bicycle and Channel 4’s award-winning commercial arm, 4Sales.

Rich Goldsmith, Co-Founder & CEO at MOJU said, “This partnership marks a huge milestone in the MOJU journey. Since day one, we’ve been on a mission to feed the nation’s mojo with a fresh way to kickstart their day. Making our shots easily accessible through increased distribution has already fired up our growth, but the visibility and association with Channel 4 Breakfast is where things can get really exciting. As well as being on our wavelength from a creative perspective, the strong association with morning routine means we can’t think of a more perfect partnership”

Rupinder Downie, Sponsorship and Commercial Partnerships Leader at Channel 4 said: “Channel 4’s breakfast programming helps viewers kickstart their day with a range of exciting shows, perfectly aligning with MOJU’s invigorating and healthy message and products. We’re thrilled to welcome MOJU as our new sponsors of ‘Channel 4 Breakfast’, and to once again showcase how Channel 4 can help brands reach highly targeted and engaged audiences.”

Hannah Saunders, Business Director, Bicycle said "We're majorly chuffed to have worked with MOJU and Channel 4 to make this happen. It represents a big leap forward in terms of presence for the brand and we can't wait to get even more of the nation waking up with MOJU"

It's MOJU’s belief that mornings set the tone for the day. Usually, that’s by supplying customers with easy-to-take, fresh and nutritious boosts that improve immunity, energy and gut health. But by shaking things up on Channel 4 Breakfast, MOJU now has a chance to kickstart the daily routine of the entire nation – and lead the charge to more vitality and all-round better health. Boom.


MOJU is a nutrition brand dedicated to helping customers build healthier habits that kick-start their day with functional shots unrivalled in power, quality and flavour. We only make our products from all-natural, grown ingredients, responsibly and ethically sourced with a focus on building a truly sustainable business. MOJU’s full range includes 6 x 60ml SKUS - Ginger, Turmeric, Multi-Berry Immunity, Hot Mango Immunity, Raspberry Gut Health and Tropical Gut Health; and 7 x 420ml SKUS - Ginger, Turmeric, Ginger Extra Strength, Multi-Berry Immunity, Hot Mango Immunity, Raspberry Gut Health and Tropical Gut Health.

Source Channel 4

August 9, 2023 3:00am ET by Channel 4  


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