Belvoir Farm goes big with 'We're Taste Obsessed'
Updated: Sep 1
Belvoir Farm has launched 'We're Taste Obsessed', a £1m campaign and its first-ever TV ad via Joint — a premium challenger doubling down on craft and provenance rather than price.
The campaign
In July 2026, soft-drinks maker Belvoir Farm unveiled 'We're Taste Obsessed', billed as its biggest-ever campaign, backed by a reported £1m and including the brand's first TV advertising, created with agency Joint. The work runs across TV, out-of-home, radio, podcasts and social.
The creative idea is exactly what it says: a celebration of the obsessive lengths the brand goes to for flavour — a provenance-and-craft story rather than a discount message.
The premium challenger playbook
Belvoir sits in a tricky middle: bigger than a garage start-up, far smaller than the multinationals that own the soft-drinks aisle. For brands in that gap, competing on price is a losing game — the giants can always go lower.
So the smart move is to compete on meaning. 'Taste obsessed' stakes a claim the big players can't easily copy: authentic, small-batch, quality-first. A £1m spend and first TV buy signal a brand deciding to build fame around that difference rather than fight on promotion.
Why £1m and TV, now
A first TV ad is a rite of passage — a bet that broad, emotional reach will lift the whole brand, not just shift this month's volume. For a premium challenger, TV also borrows credibility; showing up on the big screen makes a small brand feel established.
Our take: the risk is spreading £1m too thin across five channels. The upside is that a distinctive, quality-led story is exactly the kind of message that rewards reach — if the craft claim is genuine, more people seeing it compounds.
What smaller brands should learn
If you can't win on price, don't try. Find the thing the category leaders can't authentically claim — provenance, craft, values — and invest to make it famous. Belvoir is betting that 'taste obsessed' is worth more than any promotion, and for a premium challenger, that's usually the right bet.
Quick FAQ
What is Belvoir Farm's 'We're Taste Obsessed' campaign?
The brand's biggest-ever campaign, launched July 2026 with a reported £1m budget and its first TV ad, created with agency Joint.
Where does the campaign appear?
Across TV, out-of-home, radio, podcasts and social media.
What's the strategy behind it?
A premium challenger play — competing on craft, provenance and taste rather than price, and using TV to build broad brand fame.
When you can't out-spend or under-price the giants, you have to out-mean them. Belvoir putting a million pounds behind 'taste obsessed' is a small brand refusing to compete on discounts and instead buying fame for the one thing the big players can't fake — genuine craft.
— Alicia Morris, Creative & Campaigns Writer at Marketing Minute
Premium challengers don't win on price — they win on meaning. Find the claim the category leaders can't make, and spend to make it famous.
For a challenger brand, would you back a big TV moment or a steady always-on presence? We'd love your view.
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
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Written by Alicia Morris, Creative & Campaigns Writer at Marketing Minute
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