As England football fans nurse their post-match hangovers, Belvoir Farm is aiming to big up its quality soft drinks credentials with its largest marketing campaign to date, promoting how only the finest fruit goes into its brands.
“We’re Taste Obsessed” has been devised by agency Joint and will run across TV, backed by OOH, radio, podcast and social.
Built around the idea that Belvoir Farm’s obsession with taste comes above everything else, including sensible business decisions, the campaign celebrates the firm’s refusal to cut corners when it comes to taste, dramatising the care, craft and obsession that goes into every bottle.
It is being led by the first TV spot devised by Joint, which features a young suited man walking through a field of elderflower bushes taking notes as a manager details the craft that goes into the firm’s elderflower cordial.
When he asks: “Wouldn’t it be easier to just use elderflower flavouring?”, a deafening silence falls over the field as the elderflower pickers, many of whom actually work at the farm, look up in disgust.
The ad ends with the young man seemingly having been “escorted off the premises” as the gate to the farm slams behind him.
The multi-channel rollout will include national outdoor placements, radio across Times Radio, Smooth, Virgin and Virgin 80s, and a partnership with Dig It, the podcast hosted by Zoe Ball and Jo Whiley.
Belvoir Farm director of marketing Alison Reilly said: “Our purpose is to provide moments of pleasure with naturally delicious drinks, made using real ingredients and nothing artificial. Belvoir value sales grew by 17% last year as consumers have become increasingly aware of what ingredients are in the products they consume.
“Based on the success of last year’s campaign with Joint, I am delighted to announce we are going bigger and better with “We’re Taste Obsessed” in 2026. Joint have once again cleverly distilled our passion into a humorous campaign and it’s been an absolute pleasure to work with them.”
Joint creative director Rory Robinson added: “It’s been a pleasure making our first TV ad with Belvoir Farm. ‘We’re Taste Obsessed’ is such a rich platform, so it’s great to see it properly come to life in this way. Here’s to them making more dubious business decisions in the name of great taste in the future.”
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