Premium soft drinks makers Belvoir Farm has launched a major summer TV and brand building campaign, highlighting the genuinely different way it makes its drinks.
The lighthearted campaign, which launches today (Monday 18th July), shows how Belvoir (pronounced ‘Beeva’) Farm invests in the land and local community to make drinks that taste wildly better.
The flagship ad is the first incarnation of Belvoir Farm’s new brand platform: Welcome to our Wild, with both the ad and brand platform created by Hell Yeah!. The platform is intended to support the brand’s growth over the next 3-5 years.
The £500k campaign centres around a TV ad, a first for Belvoir Farm, which will feature across national TV channels and broadcaster video on demand. This will be supported via paid social media influencer outreach, a range of partnerships and in store, and online shopper activation.
The ad opens with a wide horizon, as the camera flies into Belvoir Farm. The camera moves fast around the farm, finding someone confused by how to pronounce ‘Belvoir’, then meeting the team, the local community who pick the elderflowers and more. Shots are right in the thick of things; moving through the bushes, down with spades and shovels and in among the wildflowers, emphasising the natural way in which the farm, where the drinks are still produced, is run.
Media has been planned and bought by Bicycle.
Daniel Wheeler, director of marketing at Belvoir Farm said:
“For the past 40 years Belvoir Farm has grown to a £23m business in the UK alone without anyone really knowing who we are. So we really wanted to take the shackles off with this first national TV advertising campaign. The campaign explains that we make incredible drinks by doing things the proper way not the easy way, through our love of the wild. And yes, to also tackle head on, we’re pronounced “Beeva” not Belvoir”.
“Hell Yeah! really understood what we wanted to get across – why doing things the right way is a win for everyone, and most of all for consumers. Our farm is a beautiful place to be in the summer, and the ad showcases everything we’re most proud of in a real, authentic way – not least our drinks – and welcomes people in to be a part of it too.”
Tom Newton, strategy partner at Hell Yeah! added:
“Belvoir Farm is a special British brand. They have been doing things properly, working in harmony with nature for almost 40 years. And you can taste it in their drinks. When we visited the farm we were blown away with the passion and care that goes into every bottle; from the wildflower meadows, the trees they plant, the owl boxes, the solar panels that power the factory and hand peeling ginger. Our first campaign is focussed on bringing the Belvoir Farm spirit to life. It is the ideal drink for people looking for something a little bit fancy they can enjoy everyday.”
Belvoir Farm appointed creative agency Hell Yeah! earlier this year to support its repositioning, highlight its broad range of products and showcase the emotive story behind the brand.
Belvoir Farm was founded almost 40 years ago, and though it has now grown to produce 20 million bottles per year from its farm in the Vale of Belvoir, it remains a family-owned business – and is also home to the largest elderflower plantation of its kind.
Products from the Belvoir Farm range of premixed drinks, cordials and mocktails are stocked in all major UK supermarkets, independent farm shops and delis and in many pubs, bars and restaurants.
Source: Hell Yeah!
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