Watercress - Not Just a Bit on the Side

When British watercress farmers approached us in 2002, sales were in steady decline and the product was suffering from a tired, old fashioned image.

We developed the strapline, “Watercress – Not Just a Bit on the Side” to bring humour to this traditional sector as well as communicating that watercress is too nutritionally important to be used as just a garnish.

Targeting the food, health and consumer journalists with a wide range of news stories and stunts, such as the development of The Watercress Festival and commissioning a watercress hat for Ladies' Day at Ascot, we have revitalised the industry and made watercress fashionable.  Over the six years the campaign has been running, retail sales have increased by £27 million to £59 million a year and penetration has virtually doubled from 13% to 22%.