Cawston Press make drinks that not only taste great but look fantastic. They use the finest fruits inspired by the British kitchen garden, and their products are of the highest quality, so perfectly suited for a more mature, discernible consumer. We set out to create a brand proposition that would embody this.

In 2014 the soft drinks market was flat and stale with an overabundance of highly sugared, artificially flavoured products. It was in desperate need of a refresh. Cawston Press’ real ingredients, natural sugars, and their remarkable taste made them the perfect antidote.

We helped craft a vision for Cawston Press that was to revitalise the industry. The brand that would make it their responsibility to show people that they don’t have to settle for guilt-ridden, sugar-brimming, stale flavoured soft drinks.

But with this responsibility, Cawston Press had to set themselves a benchmark in how they approached the vision. And it was a simple commitment: Cawston Press have always tried to do good; whether it be working hard to find a balance between remarkable taste and real ingredients without adding sugar or preservatives, or how they source their apples and fruit; they’ve strived to do the right thing for their demographic. But good alone wasn’t good enough.

‘Remarkably good’ became their mantra and benchmark for everything they thought, said, did and created as a brand. From produce to packaging and beyond, it positioned them in a way that championed a tone that suited their very uniquely British ingredients – delivering a range of remarkably good products that gave their audience a remarkably good choice.

This campaign was born out of a creative proposition of ‘Love food’. We wanted Cawston Press to celebrate and demonstrate their passion, in the truest sense of the word, for what we eat.

‘Love food’ leveraged Cawston Press’ brand truths to develop an authentic relationship with food and its discernible drinking market.

By acting and feeling like a food brand, Cawston Press could access a high spending, fiercely loyal, choice-driven food community. We achieved this by visually celebrating the ingredients in the drinks and mimicking certain traits and techniques of presenting food.

The campaign was based on three cornerstones. Firstly, Cawston Press would visually present a birds-eye view of their products and ingredients, paralleling restaurant style food photography and user-generated social media food posts. Secondly, we would introduce Cawston Press’ very own Master Blender into marketing collateral, similar to a celebrity chef. And finally, we created numerous innovative, Cawston Press based, drink and food recipes that would be used to target food bloggers, budding foodies and people at home. This diversified Cawston Press from an ‘on-the-go’ product to being a product (with its range) for any time of the day that could accompany any type of meal.