Camp Copella
Copella
Copella had recently refreshed its brand, shifting towards a more natural, premium positioning. However, younger audiences still perceived the brand as familiar but uninspiring.
The challenge was to bring Copella’s new positioning, The True Taste of Nature, to life in a way that felt immersive, shareable and culturally relevant to a new generation of drinkers.
Objective
Drive re-appraisal of Copella among a younger audience following its fresh rebrand, increasing relevance and emotional connection with the brand.
Strategy
Rather than tell people Copella was closer to nature, we invited them to experience it.
We developed an influencer-led experiential campaign rooted in Copella’s core proposition, back to nature, using physical immersion and social storytelling to demonstrate how the juice is made and what it stands for.
Influencers were chosen not for reach alone, but for their ability to authentically create content around lifestyle, wellness and food culture.
The idea
We created Camp Copella, a 48-hour retreat at Boxford Farm, home of Copella Apple Juice.
Fifteen hand-picked influencers were invited to stay on the farm and experience Copella’s journey from apple to bottle. Guests learned how Copella is made using a blend of 25 apple varieties, pressed and produced within 36 hours.
The programme was designed to generate rich, varied content through hands-on activities:
• Picking and pressing their own apples
• Copella cocktail mixology
• A Copella cookery masterclass
• Morning lakeside meditation
• Campfire evenings
• Locally sourced orchard dining
The experience transformed Copella from a supermarket staple into a living, breathing brand world rooted in craft, nature and flavour.
What it delivered
Camp Copella turned a product story into a cultural experience.
It allowed influencers to create content that was genuine, educational and entertaining, while reframing Copella as a brand connected to real places, real processes and real people.
The campaign brought the new brand positioning to life in a way that felt discovery-led rather than promotional.
Impact
The campaign generated strong organic performance across Instagram, with high engagement and meaningful reach among younger audiences.
Results:
• 660,610 total IG Stories views
• 573,395 total IG post reach
• 1,234,013 total actual reach
• 141 branded content posts
• 11% average engagement rate
It successfully reintroduced Copella to a new generation as a brand rooted in nature, craft and experience.
