Cawston Press celebrates a decade of Sparkling Rhubarb
Image: Cawston Press
To celebrate the ten year anniversary of its Sparkling Rhubarb drink, Cawston Press has unveiled a new UK media campaign, ‘Life’s Best Pressed’. Championing the flavour that Cawston Press 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.
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 ten years ago. With previous flavour trends within the drinks category consisting of orange, lemon, apple and lime, the rare ingredient of rhubarb would have 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 six 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 1 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, commented: “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.”