Thatchers Cider is embarking on its biggest calendar of events and festivals to date, as part of a marketing campaign that will see the Somerset cider maker introduce new consumers to its brands through sampling, activation and above-the-line activities.
The producer of much-loved ciders including Thatchers Gold, Haze and Blood Orange, will be sampling to over 800,000 people over the summer months. This includes appearing at nine festivals new to Thatchers, including Boardmasters, Kendal Calling and Victorious, where Thatchers Haze will be the sole apple cider on the festival bars.
Thatchers Haze is the UK’s #1 cloudy apple cider, and its presence at these major festivals reinforces the brand’s appeal to the 18-30 age group.
In total, 30 events and festivals are being attended by Thatchers over the summer, where ciders being served include Thatchers Gold, Haze, Cloudy Lemon and Blood Orange.
Visitors to five of the biggest festivals across the country will see a new bar, seating area and customer activation, featuring Thatchers replica hot air balloons adding intrigue and theatre. With QR code activation, visitors have the chance to experience what it would really be like to fly over the Thatchers’ orchards in a hot air balloon!
“This is our biggest summer campaign to date, that sees us visiting 30 brilliant festivals, events and concerts right across the country,” said Brand activation manager at Thatchers, Emma Pyle. “This is supported with in-home and office sampling initiatives, and an above-the-line campaign headlined by our brand new Pint-Sized Perfection commercial.
“The cider that goes hand-in-hand with laid back occasions, especially when there’s music in the mix, Thatchers Haze will be enjoyed at these festivals over the summer, as the UK’s favourite and best-selling cloudy apple cider.
“As well as festivals and events, sports fans will continue to see our flagship brand Thatchers Gold support top-flight rugby, cricket and football over the summer and into autumn.”
This summer Thatchers’ best-selling family of ciders will be seen across multi-media, keeping them front of mind with consumers through digital, social, events and sampling campaigns, as they continue to seek out premium choices.
Thatchers brand new TV commercial has had a multi-million pound launch this spring, continuing through to August. This includes linear TV, broadcast video on demand, cinema and YouTube. It will be enhanced with 48-sheet and six-sheet OOH, and a consumer-focussed social media campaign.
Thatchers Blood Orange – the BWS innovation of the year in 2022 – will see dedicated OOH and digital and VOD over the summer supporting this much acclaimed new taste sensation.