Following the success of its first-ever out of home campaign in summer 2022 which saw double digit growth for the brand, Cawston Press unveils a new UK media campaign to promote its soft drinks range and core messaging of ‘Made with Pressed Fruit, No Jiggery Pokery’.
Launching on 22 May 2023 until the end of June, the new media campaign 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. The campaign includes billboards (6-sheets, 48-sheets) across London roadside locations, as well as bus panels and London underground advertising panels. A first for the brand, billboards will also be featured across Bristol roadside locations.
The campaign 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. The campaign topically 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.
The media campaign runs alongside the announcement of 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. Executed by Capture Communications, the comedy show will take place at London’s Clapham Grand on 8th June, offering consumers a night of stand-up comedy, poking the nonsense and ridiculousness experienced in everyday life. The campaign also coincides with a mass sampling activity, distributing half a million samples across London and Bristol.
Marketing director at Cawston Press, Kat Jones, says: ‘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 drinks don’t need to use sweeteners or shortcuts, we only use naturally occurring sugar in pressed fruit to sweeten our drinks.”
Cawston Press’ Sparkling Juice Drinks are available in five flavours: Sparking Rhubarb, Cloudy Apple, Ginger Beer, Elderflower Lemonade and Orange. Cawston Press uses only the finest ingredients, taking inspiration from the kitchen garden and the tastes and smells of summers past. The fruits are picked at harvest time when brimming with flavour, pressed into sparkling water, and are then packed into 100% recycled cans. Available to purchase from major retailers including Waitrose, Sainsbury’s, Tesco, Morrisons, Asda, Ocado and Booths, as well as Amazon and the Cawston Press website and selected restaurants, bars, cafes and independent outlets nationwide.
The campaign was planned and booked by media buying agency Mostly Media.
