Belvoir Farm and Joint launch brand’s biggest-ever campaign, celebrating the obsessive lengths they go to for great taste 

Belvoir Farm has teamed up with creative agency Joint to launch its largest marketing campaign to date, bringing its ‘We’re Taste Obsessed’ platform to life across TV, OOH, radio, podcast and social.

The work marks the first TV campaign from Belvoir and Joint and a clear step up in how the brand is showing up in the increasingly busy adult soft drinks space.  Built around the idea that Belvoir Farm’s obsession with taste comes above everything else, including sensible business decisions. The campaign celebrates Belvoir’s refusal to cut corners when it comes to taste, dramatising the care, craft and obsession that goes into every bottle of Belvoir Farm. 

In a playful production detail, many of the elderflower pickers featured in the campaign are Belvoir Farm employees. Their presence adds authenticity to the work, reflecting the real people behind the brand and the care that goes into making the drinks. 

Belvoir Farm and Joint are focusing on what genuinely sets the brand apart: proper ingredients, high standards and exceptional taste. Taste remains the number one purchase driver in soft drinks, with 85% of UK consumers citing it as their primary reason for choosing a drink according to Attest 2026. At the same time, Tate & Lyle research states that 94% of global consumers read product labels and prefer drinks without artificial ingredients and almost one third of UK consumers according to recent YouGov data, have switched to products perceived to be ‘natural’ and ‘clean’. 

The multi-channel rollout spans TV, OOH, radio, podcast and social. Activity includes ITV linear and VOD, with TV airtime supported through ITV’s Backing Business initiative, alongside national outdoor placements, radio across Times Radio, Smooth, Virgin and Virgin 80s, and a partnership with Dig It, the podcast hosted by Zoe Ball and Jo Whiley. 

  Alison Reilly, Director of Marketing at Belvoir Farm said: “At Belvoir Farm our purpose is to provide moments of pleasure with naturally delicious drinks, made using real ingredients and nothing artificial. Belvoir value sales grew by 17% last year as consumers have become increasingly aware of what ingredients are in the products they consume. 

Based on the success of last year’s campaign with Joint, I am delighted to announce we are going bigger and better with “We’re Taste Obsessed” in 2026. Joint have once again cleverly distilled our passion into a humorous campaign and it’s been an absolute pleasure to work with them.”  

 Rory Robinson, Creative Director at Joint added: “It’s been a pleasure making our first TV ad with Belvoir Farm. ‘We’re Taste Obsessed’ is such a rich platform, so it’s great to see it properly come to life in this way. Here’s to them making more dubious business decisions in the name of great taste in the future.”

Source: Joint

  Belvoir Farm, Joint, OOH, Radio, TV, We’re Taste Obsessed