No Jiggery Pokery - Best Use of Media Winner - Mostly Media - The Independent Agency Awards 2023

Campaign Summary:

Cawston Press is a UK based independently owned soft drink company. Offering a range of pressed fruit, sparkling fruit and fruit waters. A journey that started with being stocked through independent hospitality & niche retailers has latterly seen major multiples, initially Waitrose and Sainsburys now through to Tesco & The Co-Op, stocking part of or the full range.

They offer a ‘No Jiggery Pokery’ Promise

– No Added Sugar
– No Concentrates
– No Sweeteners
– No Short Cuts

Covid proved an exceptionally hard period for the brand with swathes of their heartland distribution either not being open for business or offering reduced stock whilst they fought for their own survival.

Fast forward 12 months and the brand was ready to reset and recharge with aggressive expansion plans.

The soft drink market is incredibly mature. In 2022 it was worth a combined c. $29b in the UK alone. It’s subsequently dominated by multi national heritage brands, not only at point of purchase but also at front of mind. Consumers have their tried and trusted favourites. In a cluttered market smaller brands have to work incredibly hard to convince retailers to stock them, and consumers to trial them. Without being stocked the chance of trial lessens substantially. A conundrum indeed.

The truth is, once consumers try Cawston Press they tend to become converts and advocates.

The challenge therefore was convincing retailers to come on board and shifting consumer purchase behaviour so that they will give Cawston Press a try.

The team at Mostly Media were tasked in early 2022 by the Co-Founder and Head of Brand at Cawston Press, Mark Palmer, to develop and deliver a summer campaign which delivered increased awareness and purchase intent leading ultimately to an increase in sales.

Cawston Press is a true challenger and disruptor in the soft drinks market and our campaign needed to live up to this status to deliver in a market dominated by the old guard.

The star of the show needed to be the product; we would be promoting exactly what the brand is all about, ‘Life’s Best Pressed’ & ‘No Jiggery Pokery’ in any of their sparkling 100% real pressed fruit drinks.

With a relatively modest budget, we needed to be smart with our thinking, so that we could have the biggest impact at the start of the summer months. We could not compete in terms of a simple share of voice metric. Our campaign needed to work harder than the competition, needed to outsmart the establishment.

We needed to showcase the No Jiggery Pokery Promise to as many consumers as possible, with a frequency that built remembrance using routes that developed understanding.

Using our client’s internal customer profiling overlayed with TGI & GWI data we developed a strategic and tactical approach which underpinned all facets of the campaign.

From the outset it was clear our budget would not stretch to a national campaign and so it was agreed a London targeted OOH campaign would be the best strategy to deliver on and likely exceed on our objectives.