Cold-pressed drinks brand Coldpress has handed a consumer PR brief to Piracy Corporation.
Coldpress was launched by its founder, Andrew Gibb, in Australia in 2006, and set up in the UK in 2011. Building on its initial success on fruit juices and smoothies, the company expanded into vegetable-fruit juice blends in January 2015, with the launch of its Juicy Roots, Mean Greens and Pumpkin Power varieties.
Gibb stated in a FoodBev.com article that the three “allotment-rich veggies” has been Coldpress’ most popular product launch to date.
Piracy has been briefed to develop a range of activity for the brand across all media, as well as support and complement the company’s social media activity.
Initial work will centre around the launch of three new drinks in Waitrose; a low-calorie, almond-based drink and two fruit and vegetable juices that feature a “gentler blend of vegetables” such as beetroot and celery.
Martin Ballantine, Piracy’s founder and MD, will lead the account and report to Coldpress’ general manager, Roger Harrison.
Ballantine said: “It’s a fact that heating juice does no favours to its vitamins and nutrients. We’ve been hired to drive home that simple message on behalf of the brand that actually created the category. Coldpress is offering nutritionally dense drinks packed with stunning flavours – it’s time to give pasteurised the cold shoulder.”
Piracy was appointed without a pitch and will work alongside Purple Pilchard, which handles Coldpress’ trade PR.