This week, Cawston Press, the experts in pressed juice, are announcing the launch of a new nationwide marketing push representing the brand’s biggest investment to date. The new marketing campaign focuses on Cawston Press’ well-known sparkling soft drinks range, with their best-selling SKU Sparkling Rhubarb taking centre stage. The campaign has been launched to highlight that Cawston Press drinks are made from 100% real pressed fruit (never from concentrate) and sparkling water, never anything else, and sees the introduction of their new tagline: No Jiggery Pokery.
The new campaign encompasses ATL media, OOH advertising, PR, sampling, promotions and social media, and will run in total from now until the end of July, with the ATL & OOH live until the end of June. This has been supported by a £500k investment and will be seen on average 17 times by 5.7 million UK adults.
Coinciding with the launch of new research, carried out through YouGov, data shows that 60% of UK adults are concerned about the amount of sugar, sweeteners and ingredients in fizzy drinks & 63% would prefer if their drinks were made with more natural ingredients. Cawston Press are shining a light on how it’s possible to create great-tasting, sparkling soft drinks from real, recognisable and simple ingredients – no misleading language, hidden sweetener, never using concentrates or added sugar. The ‘Life’s Best Pressed’ campaign, with ‘No Jiggery Pokery’ tagline has been designed to encourage shoppers to reconsider what they choose to consume and challenge the soft drinks industry with a commitment to transparency and real ingredients.
Laura Hedderman, Head of Marketing at Cawston Press comments: “This is a big moment for Cawston Press and we’re incredibly excited to bring our Life’s Best Pressed campaign to over 5.7 million people this summer. We pride ourselves on making great-tasting sparkling soft drinks, using real pressed fruit and sparkling water – it really is as simple as that, which is why we call it ‘No Jiggery Pokery’. It’s exciting to see the new research from YouGov, showing that 63% of consumers want drinks with more natural ingredients and that 60% are concerned about sugar & sweeteners, and it’s reflective of a shifting consumer attitude to make more informed decisions, which we’re pleased to cater to. We hope that Cawston Press becomes a firm favourite for many more consumers up and down the country.”
Cawston Press sparkling drinks are available in five quintessentially British flavours; Sparkling Rhubarb, Sparkling Cloudy Apple, Sparkling Ginger Beer, Sparkling Elderflower Lemonade and Sparkling Orange. All ingredients are picked in season, when they’re at their best, to ensure a great-tasting product. These are then pressed and added to sparkling water. Cawston Press’ drinks are available to purchase from major retailers including Waitrose, Sainsbury’s, Tesco, Morrisons, Asda, Ocado, M&S, Co-Op and Booths, as well as Amazon and the Cawston Press website and selected restaurants, bars, cafes and independents nationwide.
More information on the media campaign:
- The campaign includes billboards (6-sheets and 48-sheets) across London, London bus panels, and London underground advertising panels
- Social media includes nationwide geo-targeted social ads, driving consumers in-store for Tesco & Sainsbury’s promotions
- Sampling 100,000 cans of Cawston Press Sparkling Rhubarb Sampling to commuters in central London over a 3 week period: 30th May – 20th June
- Promotions on Cawston Press Multipack of cans (4 x 330ml) include: Sainsbury’s, Tesco, Ocado, Asda, Morrisons
- Promotions on Cawston Press single cans include: Waitrose
This summer also brings the launch of Cawston Press 750ml bottles, designed to tap into sharing occasions and the demand for larger formats. Available to purchase from Waitrose, Amazon, Ocado and Booths from May onwards, with an RRP of £3.49. Following the successful launch of their 250ml glass bottles last April in the on-trade, and the ever-popular 330ml single can format, RRP £1.20