Award-winning British drinks company EAGER has appointed independent global brand communications agency Manifest as it seeks to further expand its growing direct-to-consumer (D2C) proposition. The brand is consolidating its strategic marketing support with Manifest which has been assigned to develop and deliver an omni-channel campaign in 2025 that will ‘redefine’ the fruit juice category in the UK.
“Eager is already breaking the mould in the fruit juice category, and for our next chapter we wanted an agency that both understands what we’re trying to achieve and shares our passion to do it,” says Ed Rigg, founder and chief executive officer at Eager.
“Manifest impressed us with their experience, expertise and deep understanding of our category, but more importantly we sensed in them the same appetite to shake things up. We believe that together we can redefine fruit juice in the UK and we can’t wait to get started.”
Manifest’s brief is to accelerate the expansion of Eager Drinks’ direct-to-consumer (D2C) proposition while sustaining impressive growth in the hospitality trade where the brand already boasts customers as varied as Soho House, The Alchemist Bars and Greene King. Manifest’s broad-ranging creative remit includes unified brand communications strategy, creative development, campaign planning, creative asset delivery and unified performance tracking and reporting —as well as leading a tight-knit inter-agency team.
In the 15 years since its inception, Eager Drinks’ bold and characterful cartons have become a staple of pubs, bars and venues across the UK. Eager produces between 10 and 12 million litres of juice every year using sealed packaging that doesn’t require refrigeration and reduces both planetary impact and storage challenges. Manifest’s objectives include further increasing brand awareness, shifting consumer perceptions of the category and growing market share in both B2B and D2C markets.
Alex Myers, group chief executive officer at Manifest, said: “Eager is a brand that’s not looking to simply compete in the fruit juice category, but redefine it — that’s our kind of brief. Unifying their marketing channels and investing in the brand as they continue to grow so rapidly is a testament to both their ambition and innovation in a market that’s in dire need of someone to change the script. We’re incredibly proud and excited to be kicking the doors down with them.”
Recently named Campaign’s Global Consultancy of the Year, Eager is the latest in a string of new briefs for Manifest Group, including from Ecover, AB World Foods and Diageo. Alongside the London studio managing the Eager campaign, Manifest has teams in Manchester, Stockholm, New York, Los Angeles and Melbourne, operating a 24-hour creative cycle for its clients.
