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Harrogate Spring Water: Bottling Local Pride

Harrogate Spring Water is defined by the heritage and purity of Harrogate’s renowned mineral springs, sharing its naturally sourced water globally since 2002.

Alongside its reputation for quality, the brand is recognised for its commitment to sustainability, becoming North Yorkshire’s first certified B Corp and continuing to drive ambitious environmental initiatives.

The Brief

Harrogate Spring Water was looking to re-emphasise its strong roots in its namesake North Yorkshire town and highlight its close connections with the local community.

Cool Blue was tasked with re-energising the brand’s presence within the region, elevating its reputation, and boosting its visibility among both consumers and businesses, through a brand support campaign.

Our Approach

To guide the campaign activations, we created a messaging framework that ensured all activity sat under the umbrella of Harrogate Spring Water being a force for good for consumers and the town itself. Within this framework, four key messaging pillars were developed to ensure communications resonated with audiences while reflecting the core values of the business and brand: Community, Jobs and Investment, Sustainability through its B Corp status and Local pride.

To guide the campaign activations, we created a messaging framework that positioned Harrogate Spring Water as a force for good for both consumers and the town itself. Within this framework, four key messaging pillars were developed to ensure communications resonated with audiences while reflecting the core values of the business and brand: Community, Jobs and Investment, Sustainability through its B Corp status, and Local Pride.

We developed a series of creative concepts aligned to one or more of these pillars, working closely with the Harrogate Spring Water team to agree a direction that would resonate with the brand while delivering impact across key audience groups. A six-month programme of media activations was then planned to increase brand awareness and visibility, highlight Harrogate Spring Water’s contribution to the local community and reinforce its reputation as a successful, growing business.

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A standout moment within the campaign was the press activity surrounding the Big Harrogate Sleepout, which saw 30 people from local businesses and the wider community spend a night outdoors to raise awareness and £2,500 for the Harrogate Homeless Project. The initiative generated strong coverage across key local media outlets, including Your Harrogate, Harrogate Advertiser and Harrogate Informer.

To further humanise the business and strengthen community connections, we delivered a series of profile-led press activities, including announcing the appointment of Ian Swann as Operations Manager and hosting a media day with Managing Director Richard Hall. This strategic approach secured positive regional media coverage and further elevated the brand’s profile within the local area.

Alongside earned media activity, we launched a hyper-local digital campaign targeting residents across Harrogate. Two core campaign messages were developed: “Harrogate Spring Water – enjoyed everywhere” and “Flowing through our town since 1571.” These creative assets were rolled out through a tactical Out of Home (OOH) advertising campaign, strategically positioned at the train station and other high-footfall locations across the town.

The campaign was further amplified through targeted social media advertising focused on the Harrogate area, which integrated seamlessly with existing organic content.

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The Results

The campaign successfully reinforced Harrogate Spring Water’s key messaging across the local community, delivering more than 3.3 million opportunities to see through the digital Out of Home (OOH) network within the first four weeks alone. Alongside the OOH activity, the targeted social media campaign generated more than 280,000 impressions and meaningful engagement among Harrogate audiences, while consistent coverage across local media titles further strengthened the brand’s visibility, reputation and connection with the town.