Launching River Cottage's newest health drink

I've been delighted this year to have the pleasure of working with River Cottage and Equinox Kombucha to launch their newest product range. I'm currently working on a deep dive contract basis with the incredible team at Equinox Kombucha to embed ethical, regenerative principles into the DNA of the marketing of this fast growing, craft organisation and to manage their own brand e-commerce offering. So when I was asked to create a marketing and advertising strategy and to manage the launch of their newest kombucha on behalf of Equinox and Hugh Fearnley-Whittingstall, I couldn't have been more eager to get started!

Together, the alchemists at Equinox Kombucha and River Cottage have collaborately crafted an exciting collection of four new Kombucha flavours: Hedge, Garden, Meadow and Orchard. With the same amazing health benefits as the Equinox Kombuchas that everyone already knows and loves, the new collection has been inspired by the River Cottage landscapes the organic ingredients were foraged from.

In 2020, health has become an even bigger priority for many of us following Coronavirus and numerous national lockdowns, so the organic ingredients and health boosting credentials of the new River Cottage range have arrived at just the right time. And it’s not just perfect timing that makes it so special, it’s also just the right kind of ‘different’…

From the way it’s been created to the provenance of the ingredients, the flavour alchemy to the craft brewing, it’s a unique, real and authentic kombucha with nature and passion in every drop. Everything about it is ‘Uncommonly good’.

I project managed the launch from conception to completion. This encompassed the creation and implementation of a robust Digital and Social Strategy including influencer outreach, organic social and paid social advertising, pre-launch consumer research and worked alongside some amazing other agencies to manage the multi-faceted components including Photography/Film (Mayfield), Creative Copy (Ink_Creative), PR (Beattie), Broadcast Radio (Relations Group) and online competition placements. In creating the assets for the campaign, we visited River Cottage itself (in between lockdown periods!) for a busy yet exciting 2 day campaign shoot. Safe to say, the team have never eaten so well on a shoot before!

It was great to work alongside the Equinox Kombucha team and Hugh & his River Cottage team on this launch, with has seen some amazing results such as:

- Over 6 million social impressions

- 70+ Influencer activations

- Exclusive interviews secured in 6 national publications including The Grocer, The Sunday Express, Saturday Magazine (Mail on Saturday), the Guardian, Observer and Country Life

- Circa £26,000 PR AVE

- Product listings in Waitrose, Abel & Cole and the Co-Op

(Images courtesy of Equinox Kombucha)

I'm looking forward to continuing our relationship with River Cottage in the future! And if you want to see what all the fuss is about, you can order yours here.

Stay tuned as I'll be sharing more of our recent projects soon!

Stay social,

Vic x

Victoria Reddington

Founder - Sociability Group Ltd