July 2024; To celebrate the ten year anniversary of its best-selling Sparkling Rhubarb drink, Cawston Press has unveiled a new UK media campaign, ‘Life’s Best Pressed’. Championing the flavour that Cawston Press well and truly became known and loved for, alongside its clean ingredients and No Jiggery Pokery ethos, the new summer campaign will run across multiple channels, including OOH and social media, showcasing how even after a decade, Cawston Press Rhubarb still sparkles.
Now established as the ‘not so secret’ hero recipe ingredient found in Cawston Press’ iconic drink, the rhubarb flavour was considered an unexpected surprise during its launch 10 years ago. With previous flavour trends within the drinks category consisting of orange, lemon, apple and lime, the rare ingredient of rhubarb would’ve once been more commonly found within the likes of puddings and yoghurts. A decade later, Cawston Press now has pioneered a rhubarb revolution, becoming the No.1 brand in Rhubarb, with 71% market share’ (L52 weeks).
Ten years on from setting the trend, the popularity of rhubarb is peaking across the food scene, from chefs and bars to social media, highlighting innovative ways to use one of the nation’s favourite ingredients. It therefore comes as no surprise that Sparkling Rhubarb remains Cawston Press’ most popular flavour; with over 6 million cans sold in 2023. The brand has further witnessed a 36% growth in retail value over the past year for its Sparkling Rhubarb single can, outperforming the drinks of well established brands across supermarket shelves.
Celebrating a decade of delicious disruption, the new ‘Life’s Best Pressed’ campaign launched on 1st July 2024, running until August 2024. The media campaign will be executed across ATL media via OOH advertising including billboards (6 sheets) and London underground advertising panels across London. ‘Life’s Best Pressed’ is further supported through shopper marketing across Co-op and Waitrose stores, PR, sampling, paid social media and CRM.
Steve Kearns, Managing Director at Cawston Press comments: “We’re immensely proud to be marking ten years of our Sparkling Rhubarb, which is now truly synonymous with the brand we are today. Offering contemporary charm to a nostalgic flavour, our hero drink continues to sparkle a decade later as a result of high-quality taste, whilst offering a distinctive flavour in the soft drinks category. With lots of exciting plans in the pipeline, we have no doubt that Sparkling Rhubarb will continue to flourish and remain the jewel in our crown.”
Flavour guru and drinks expert, Pritesh Mody adds ‘With its tart grown-up flavour profile and appealing colour, rhubarb is very much on the rise as a flavour trend in cocktails and mixed drinks. In particular, I’m a huge fan of using Cawston Press Sparkling Rhubarb as an alternative to tonic with my Gin, or even mixed into Aperol Spritz for a delicious summer cooler!’
The ‘Life’s Best Pressed’ campaign celebrates Cawston Press’ brand mission to raise the standards of ingredients and production across the soft drinks category, shining a spotlight on how all Cawston Press drinks, including Sparkling Rhubarb, are made simply with pressed fruit and no added extras. Since 1986, Cawston Press has stood by its core principles, taking no shortcuts when creating its drinks and going against the standard practices in the industry. Cawston Press uses no added sugar, no hidden sweeteners and is not from concentrate (being a leading brand in the ‘NFC’ category), with all the sweetness coming from pressed fruit, nothing else. This is what the brand calls, No Jiggery Pokery.
Sparkling Rhubarb and the wider Cawston Press soft drinks range is available to purchase from major retailers including Waitrose, Sainsbury’s, Tesco, Morrisons, Asda, Ocado and Booths, as well as Amazon and the Cawston Press website and selected restaurants, bars, cafes and independent outlets nationwide.
