Premium drinks company Belvoir Farm, which can trace its roots back to 1984, has launched a new brand platform – the first work by recently appointed agency Joint – designed to unify all communications and help the company cut through the saturated adult soft drinks market.
Running nationally from this week until the end of July, the campaign spans OOH, social, radio and digital, with executions appearing in cities including London, Manchester, Liverpool, Nottingham and Brighton.
The activity introduces the new strapline of “We’re taste obsessed”, for its natural cordials and sparkling drinks, which are sold in most major UK supermarkets including Tesco, Sainsbury’s, Waitrose and Ocado.
The creative approach highlights Belvoir Farm’s “uncompromising attitude” when it comes to making the best possible tasting drinks, such as its insistence on using only the best ingredients and no artificial flavourings.
Executions include 6- and 48-sheet OOH, three social animations, two 30″ radio spots, and supporting digital content across the brand’s online and email channels.
Belvoir Farm director of marketing Alison Reilly said: “We are very proud of our naturally delicious drinks. We could cut corners in our processes, and use artificial ingredients in our products, but we don’t because we want to give consumers the best tasting drinks without any compromise.
“Joint have cleverly distilled our passion into a humorous campaign. The Taste Obsessed ads showcase that there is always method in our madness and highlights that delivering taste is our number one priority.”
Joint chief creative officer Algy Sharman added: “Belvoir Farms delicious drinks are made with the utmost craft and attention. So it was only right that we make the advertising that way too.”
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