A new digital marketing campaign aims to show the blackcurrant's journey from bush to bottle.
Run by The Blackcurrant Foundation and supported by Ribena, the initiative coincides with the British blackcurrant harvest, with 90 per cent of the crop destined for the soft-drink brand.
The initiative will use curated content from The Blackcurrant Foundation's members across the UK and offer consumers behind-the-scenes farm visits, live harvest coverage and regular online giveaways. It aims to show the responsible way in which its growers manage the land, support the natural habitat and produce the tastiest British berries.
The campaign will culminate in The Big Berry Bash, a series of open farm events hosted by Ribena. Consumers will be offered the opportunity to visit selected blackcurrant farms across the UK during July and August to celebrate the blackcurrant harvest as well as pick and taste their own fruit.
The campaign messaging with be amplified with the help of blogger and so-called 'Selfish Mother' Harriet Shearsmith, who will be sharing the bush-to-bottle story with her parent-based audience of over 150,000 followers. She will also be Instagramming with her family live from The Big Berry Bash, as well as sharing her experience on her blog.