Soft drinks brand, Cawston Press has launched a campaign to promote its soft drinks range and core messaging of ‘Made with Pressed Fruit, No Jiggery Pokery’.

Running from now until the end of June, the campaign is running across OOH and BVOD, supported by PR and sampling. The OOH campaign includes billboards (6-sheets, 48-sheets) across London roadside locations, as well as bus panels and London underground advertising panels.

The campaign promotes Cawston Press’s full range of pressed juices and soft drinks, with its best-selling Sparkling Rhubarb SKU taking centre stage, and aims to showcase the brand’s narrative of ‘No Jiggery Pokery’. The phrase spotlights the often-misleading messaging in the soft drinks industry, highlighting how it is possible to create sparkling soft drinks from simple ingredients with no hidden sweeteners, no concentrates and no added sugar. The campaign follows a recent announcement from The World Health Organization (WHO) warning people against the use of non-sugar sweeteners. Instead, WHO recommended consuming food with naturally occurring sugars, such as fruit, or sticking to unsweetened food and beverages. 

The campaign runs alongside the announcement of the brand’s first consumer activation, the No Jiggery Pokery Comedy Show in support of FareShare, the UKs largest charity fighting hunger and food waste. Executed by Capture Communications, the comedy show will take place at London’s Clapham Grand on 8 June, offering consumers a night of stand-up comedy, poking the nonsense and ridiculousness experienced in everyday life. The campaign also coincides with a mass sampling activity, distributing half a million samples across London and Bristol. 

“We are thrilled to kick off the summer with our new campaign which can be spotted across the streets of London and Bristol” said Cawston Press Marketing Director, Kat Jones. “We aim to bring our tagline Made with Pressed Fruit, No Jiggery Pokery to the masses, highlighting our use of simple and clean ingredients to create great-tasting drinks. We believe that drinks don’t need to use sweeteners or shortcuts, we only use naturally occurring sugar in pressed fruit to sweeten our drinks.”