Thatchers Cider invests £6.5m in 'craft cider' marketing campaign
The campaign will see the Thatchers range benefit from TV and billboard advertising, a raft of summer festival sponsorship and a full range of PoS including cider festival kits for the on-trade.
The national TV campaign, which runs from April to September 2014, will feature across special high profile programming such as the FIFA World Cup and FA Cup; The Heineken Cup and Premiership Final; the F1 British Grand Prix, and international cricket as well as Video on Demand. Billboard advertising will run during May and July while trade advertising and a full range of point of sale including cider festival kits will be available to pubs and bars throughout the spring and summer.
Martin Thatcher, managing director at Thatchers, said: “The investment in our marketing this year supports our determination to continue building our brands throughout the UK.”
Chris Milton, sales director at Thatchers, added: "London will be a focus for us this year. 15% of all cider in the UK is consumed in London."
Thatchers recently signed a deal to become the Official Cider of Glastonbury Festival for a three year period starting in 2014.
In addition to this, Thatchers Cider is the exclusive cider at Eat Drink Bristol Fashion, has a presence at The Royal Bath and West Show, supports surfing and music festival GoldCoast OceanFest in North Devon, sponsors Bristol Food Connections Festival and gets involved with sports sponsorships including: Bath Rugby, Somerset County Cricket, Yeovil Town FC and Torquay United FC.
Thatchers Cider has also started a campaign to support cider and food pairing involving former River Cottage head chef Tim Maddams, and award-winning Indian cookery teacher, Bini Ludlow. The campaign is being publicised through social media.
