Christchurch's iced coffee entreprenuer Jimmy Cregan is celebrating four years of trading with a three and half minute rap video.

"Keep your chin up" - the slogan and hashtag of Jimmy's Iced Coffee - features 100 friends, a policeman, some old school bikes, Boscombe Pier, a speed boat and the immortal line "because Arabica beans have irrevocably made me believe in the power of positivity."

Jimmy told the Echo: “We’ve been trading for four years now, so we had the budget to do some fun stuff. Rap is old-school, chilled and it doesn’t take itself too seriously.

"We really big up Bournemouth, Southbourne and Boscombe, so we thought the best way to champion those areas was with a rap. Plus, the content is where it’s at now and with people looking at things on their phones, we thought a video would work better than a billboard.

“We had 18 people helping produce it and around 100 people featuring in the video itself, mainly making up the crowd on the beach. It took us around two days to film with Deadbeat Films. A friend of mine from uni produced the music and I rapped over the top in a recording studio.

“The locations we filmed at were Highcliffe car park and beach, Boscombe Pier, our industrial unit on Airfield Road, and Clowes Avenue in Hengistbury Head. Boscombe Pier is super iconic, it’s a beautiful pier and it has nice symmetry for framing on film. Highcliffe was ace because the car park never gets busy.

“The video’s had around 4,700 hits so far, which is pretty cool. We’re stoked – the feedback has been really, really lovely and I think people have genuinely enjoyed it. Overall people have taken it well because we’re taking the piss out of ourselves a little bit.

“Keep Your Chin Up is our whole thing – it’s about chilling, dusting yourself off and just being happy.”

Jimmy's is stocked in Waitrose, Tesco Express, Ocado, and BP Connect. Check out www.jimmysicedcoffee.com for more info.