Running until the end of June, it will be executed across ATL media via OOH advertising and BVOD, a new platform for Cawston Press as it aims to drive awareness of the brand’s story through AV. The ATL activity is also supported by PR and sampling. It includes billboards (6-sheets, 48-sheets) across London roadside locations, as well as bus panels and London Underground advertising panels. Billboards will also be featured across Bristol roadside locations.
It promotes Cawston Press’ full range of pressed juices and soft drinks, with its best-selling Sparkling Rhubarb SKU taking centre stage, and aims to showcase the brand’s narrative of No Jiggery Pokery. The phrase spotlights the often misleading messaging in the soft drinks industry, highlighting how it is possible to create sparkling soft drinks from simple ingredients with no hidden sweeteners, no concentrates and no added sugar. It follows a recent announcement from The World Health Organization (WHO), warning people against the use of non-sugar sweeteners. Instead, WHO recommended consuming food with naturally occurring sugars, such as fruit, or sticking to unsweetened food and beverages.
This is running alongside the brand’s first consumer activation, the No Jiggery Pokery Comedy Show in support of FareShare, the UK’s largest charity fighting hunger and food waste. The event took place at London’s Clapham Grand on 8 June. There was also a mass sampling activity, distributing half a million samples across London and Bristol.
Marketing director at Cawston Press, Kat Jones, said: “We are thrilled to kick off the summer with our new campaign which can be spotted across the streets of London and Bristol. We aim to bring our tagline, ‘Made with Pressed Fruit, No Jiggery Pokery’, to the masses, highlighting our use of simple and clean ingredients to create great-tasting drinks. We believe that they don’t need to use sweeteners or shortcuts; we only use naturally occurring sugar in pressed fruit.”
Drinks are available in five flavours: Sparkling Rhubarb, Cloudy Apple, Ginger Beer, Elderflower Lemonade, and Orange, from major retailers.