The push, created by DDB UK, launches next week and runs until December. It will feature a TV ad, supported by sponsorship activity around food programming on Channel 4 and UKTV channels.
Meanwhile, digital activity will include a year-long partnership with The Guardian's website.
The ads aim to demonstrate to consumers the journey of the fruit used in Tropicana juices. The campaign is a shift away from the brand's long-running lifestyle-focused activity, which showed only an end-shot of the juice in a glass and people drinking it.
The brand is keen to highlight its 60-year heritage in the latest work.
Using the strapline 'Great-tasting juice doesn't just grow on trees,' the ads outline the process of making the product, from growing and maintaining the seeds to hand-picking the oranges before squeezing them for their juice.
'It takes eight years from planting a seedling to picking and squeezing an orange,' said Patrick Kalotis, group marketing director for Quaker and Tropicana at PepsiCo.
'This campaign demonstrates the pride and passion that we have in our juice, from grove to glass.'
Tropicana is the UK's fifth-biggest soft-drinks brand. It posted sales of £292m in the UK and Ireland last year, up 8% on 2009, according to Nielsen.
It is the biggest juice-drink and smoothie brand, ahead of Innocent and Capri-Sun.
Pure-juice brands have performed well over the past year in the take-home market. Despite suffering a 2% drop in market volume, pure juice has remained the second-best-performing sub-category.
According to Britvic, those who have moved out of the category have increased their consumption of plain water, fruit carbonates and colas.
IN MY VIEW - EXPERT COMMENT
Gareth Helm, Marketing director, Mars Petcare
Innocent has gone right into Tropicana's heartland. The TV campaign for Innocent orange juice plays on the virtues of Mother Nature, simplicity and of unspoilt goodness.
Tropicana's message in the past few years has been 'Wake up to Tropicana', moving away from the wonderful stuff that it is made from. It has to go back to the root of the product and tell people about its quality again.
.jpg)
.jpeg)
