"Andrew Berry"

25 April 2019

30s

He's talking a load of berries.

Ribena are the latest brand to join the craft revolution - in a manner of speaking. Riffing on any artisan makeover you'd care to mention, agency JWT and directors Big Red Button introduce Andrew Berry - a fruit picker with ideas miles above his station.

Describing blackcurrants as his "paint" and the orchard as his "canvas", Berry offers a mannered insight into his craft. It won't come as a shock to learn, however, that this fruity savant isn't all he's cracked up to be.

The wry swipe at crafty rivals also reinforces the brand's reputation as a summer staple. Despite the emergence of more exotic juice flavours in recent times, Ribena show commendable faith in the hardy blackcurrant.

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