Turning obsession into positioning
The marketing and strategy behind the work
Quality over shortcuts and taste over profit.
In an increasingly crowded adult soft drinks category, Belvoir Farm has chosen something very simple to own: taste.
Its biggest-ever campaign, created by Joint London, brings its 'We're Taste Obsessed' platform to TV for the first time, leaning into the lengths the brand goes to in pursuit of quality, even when they don't necessarily make the most commercial sense. It uses humour to tell the production story, with real Belvoir employees appearing in the work and helping ground the positioning in something authentic.
Why it works
In a category full of competing claims, Belvoir isn't trying to say everything. It's chosen one thing it can credibly stand for and pushed it hard. Quality over shortcuts, taste over profit, and, importantly, the brand can actually prove it.
It's a simple positioning strategy, but that's rather the point.
Watch “We’re taste obsessed”
Read the full issue here:CORE Issue 03
Work chosen by our specialist Jack Pulley (Planning & Strategy).
