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The Audience

Aberfield’s task was to promote Harrogate Spring Water to a trade and business audience and increase the brand’s presence in the key grocery media. The aim was to increase listings with retailers to reinforce its position as the number one British-owned bottled water brand. We were also enlisted to engage directly with consumers on Harrogate Spring Water and sister brand Thirsty Planet’s social media channels, to increase their following on Twitter and Facebook and boost engagement.

The Campaign

We profiled managing director James Cain to a business audience by securing interviews with the key national and regional business media. Our campaign also included the biggest transformation in the company’s 11-year history. To reflect its heritage, Harrogate Spring Water undertook a brand refresh and signed its biggest sponsorship deal to date with England Cricket, to be the team’s official water. To launch the new look and the sponsorship deal, we created a multi-channel campaign which incorporated print and online trade advertising, media relations and social media. The campaign began with the cricket sponsorship and revealing the new look of the bottle at Lord’s cricket ground with Yorkshire and England cricket legend Darren Gough. We combined traditional media with social and hosted a photocall with ‘Goughie’, as well as a live Q&A on Facebook and Twitter.

The Influence
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