Belvoir Fruit Farms

To drive brand awareness of Belvoir Fruit Farms and to confirm their position as the original elderflower cordial producer, we created a news story around the revival of the elderflower cordial industry.

We highlighted how consumers nostalgic for a by-gone era of home-made recipes and naturally produced foods had revived the industry and sent sales of elderflower cordials soaring to £10 million a year.

A comprehensive campaign including farm tours, reader events, celebrity endorsements and recipe development enabled us to extend coverage on the brand from the food and drink pages onto the news pages, with stories on the front page of the Daily Telegraph, a full-page feature in the Daily Mail, The Times Magazine, Radio 5 Live and Central TV.

More recently we have focused on the consumer interest in provenance and developed a story around the elderflower harvest. We worked with Valentine Warner to devise elderflower based recipes and promoted the 'characters' at Belvoir and the traditional methods used in making their cordials. This work led to a 20 minute item on BBC's The One Show, a photo of the elderflower harvest in the Daily Telegraph and coverage on 56 regional radio stations.