Thatchers Cider invests £6.5m in 'craft cider' marketing campaign

By Jessica Mason

- Last updated on GMT

Related tags Advertising England Thatchers cider

Thatchers invests in becoming a first choice 'craft cider'
Thatchers invests in becoming a first choice 'craft cider'
Thatchers Cider has invested £6.5m in a marketing campaign to “position the brand nationally as the first choice for craft cider lovers” as well as boosting its presence in London.

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.

Related topics Cider

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