Tales from Ribena Farm

During the summer of 2010, we took Ribena into the world of social media with Tales from Ribena Farm: a multi-channel and multi-discipline campaign that exhibited how Ribena squash really is made from blackcurrants grown on British farms.

We used social media channels Facebook, Twitter, YouTube, Flickr and the Ribena blog, as well as the Ribena consumer database and an exclusive partnership with Mumsnet, to recruit 12 families to win an exclusive weekend at a Ribena blackcurrant farm.

The whole day was filmed and four short films were released, The Farmer’s Tale, The Robin’s Tale, The Berry’s Tale and A Kitchen Tale, across all of our social media platforms and within a dedicated hub on Mumsnet.

In addition to the strategy, creative and content being driven by consumer insights based on Google search volumes, we made consumers the stars of our content, creating future advocates for the Ribena brand. Take a look at the Tales from Ribena Farm case study and find out more about our innovative approach to planning this social media campaign.

As well as achieving great results, research shows there have been significant shifts amongst mums’ perceptions of Ribena as a result of the campaign.

We are also over the moon that the campaign has generated media coverage on outlets as varied as The Guardian, regional radio and print, and marketing titles such as Revolution.