The cider brand hit Manchester’s buzzing Exchange Square over the weekend, getting thousands of samples directly into consumers’ hands in continuation of its “Happy Applecore” campaign.
An interactive billboard invited passers-by to grab a can from the wall in exchange for the chance to win a range of prizes and branded merch. Designed to drive brand recognition, engagement and trial as part of a wider multi-channel summer campaign, the huge structure is expected to have reached around 320,000 in the city. Digital OOH has also been visible around the city, delivering a further 190K impressions throughout the activation.
“The high impact and interactivity of this activation created a truly memorable brand moment for Crumpton Oaks. The ‘Happy Applecore’ campaign, which launched in June, has been seeing some fantastic engagement from consumers, who continue to connect with nostalgia for the good old days,” said Emily Seddon, Brand Manager for Aston Manor.
“As value cider continues to gain momentum, this is a crucial moment for our category. Hitting one of Manchester’s busiest shopping and leisure destinations it is a show-stopping step in this campaign to reinforce our strong brand relevance and affinity with shoppers.”
The multi-channel campaign includes video-on-demand advertising on ITVx, 4 Streaming and YouTube, a social media campaign, influencer activity, OOH advertising and PR outreach. The brand has also been collaborating with PayPoint, giving away 10,000 £1 vouchers.
The return of the campaign comes as Crumpton Oaks continues to outperform the wider cider category. The brand is currently delivering +24 per cent volume growth in Grocery MAT and +15 per cent volume growth in total market.