Portfolio / The Blackcurrant Foundation
The Seed Group is delighted to announce its involvement as creative agency for The Blackcurrant Foundation. The Seed Group will be executing a digital campaign focused on consumers who want to understand more about where their food and drink comes from. The Blackcurrant Foundation represents over 40 blackcurrant growers across the UK. Its role is to promote the great British blackcurrant and why we should eat and drink more of them!
In the UK 95% of blackcurrants grown by the Foundation's members are used to make one of the nation’s favourite drinks - Ribena. The new campaign is focused on sharing the story about how the berry gets in the bottle. Aptly named "The Big Squeeze” it will run from May until the harvest ends in August.
Consumers across Facebook and Twitter will get to better understand the journey from bush to bottle, starting in May with a focus on farming heritage, followed by how the land is managed in June, and finally in July the 2017 harvest itself.
The campaign will be driven through Facebook with monthly farm vlogs, updating viewers on how the berries are growing; as well as lots of giveaways and a main competition.
It is hoped the campaign will bring awareness to this small but mighty superfruit and the amazing taste we all enjoy when drinking it!