• Magners Irish Cider back for second year as Presenting Partner of the Cheltenham Festival and exclusive title sponsor of The Magners Cheltenham Gold Cup
  • Brand introduces new creative platform; Chasing Gold an open invitation for everyone to unlock their inner optimist and embrace the social opportunities that The Festival™ presented by Magners provides
  • Cider brand has partnered with sustainable clothing company, Naeco to provide eco-friendly uniforms for staff

Magners Irish Cider is counting down to the 2020 Cheltenham Festival unveiling its new ‘Chasing Gold’ campaign alongside the launch of a partnership with ethical clothing brand, Naeco, to provide eco-friendly attire for more than 600 racecourse staff.

Celebrating the brand’s second year as Presenting Partner of The Festival™ and exclusive sponsor of the most prestigious jump race in Europe, The Magners Cheltenham Gold Cup, Magners will have a significant presence onsite with a bespoke bar featuring in Cheltenham’s new entertainment area, The Park. Magners Original and Dark Fruit will be poured across all bars at the racecourse and on-site activations will further connect the brand with consumers and racegoers.

Magners’ 2020 campaign, Chasing Gold, provides an open invitation for everyone to unlock their inner optimist and embrace the social opportunities that The Festival™ presented by Magners provides. Speaking to consumers whether they’re at the racecourse, watching at home, or down at the local bar, The Festival™ offers endless opportunities to have the craic.

The campaign includes a series of ads on digital and social which hero the social aspect of the Cheltenham festival whether you are a racing aficionado or a complete novice

For 2020, Magners has worked with sustainable clothing brand to provide ethically sourced and eco-friendly clothing for all serving staff on course. Naeco has produced more than 1,250 items of sustainable clothing, covering everything from gilets, polo shirts and aprons – all made from recycled plastic.

Around the course, Magners is providing the rain jackets worn by ground staff, owners, trainers, jockeys, and the grooms leading out horses on Gold Cup Day. Each jacket has been made from the equivalent of approximately 50 plastic cups.

In the second year of partnership with The Festival, Magners has placed even greater emphasis on supporting trade customers. For on-trade customers across the UK, 2,400 ROS kits have been distributed as part of an exclusive in-bar promotion to win a luxury VIP experience at the Magners Cheltenham Gold Cup on Friday 13 March. In addition, 1,000s of bespoke Magners Cheltenham glasses have been distributed to celebrate the partnership.

Magners has also partnered with 12 on-trade outlets in Cheltenham and surrounding areas to create Magners Festival Hubs, to catch up following The Festival and review the action and highlights.

In the off-trade, Magners Irish Cider is running a promotion with Morrisons giving consumers a free limited edition Magners Cheltenham pint glass with the purchase a four pack of Magners Original 440ml cans.

Zoë Atkinson, Brand Manager at Magners Irish Cider said: “After a great first year we are looking forward to this year’s Festival and continuing our headline association with one of the greatest sporting and social events in the UK. … We have built on our first year with our new platform, Chasing Gold, celebrates the excitement and sociability of jump racing fans around the festival, harnessing the loyal enthusiasm of everyone from enthusiasts to bucket list seekers making the journey to Cheltenham or following the action in bar or at home each year

“Sustainability is at the heart of everything we do at Magners, and we take great pride in being able to partner with Naeco to supply ethically sourced and eco-friendly clothing to all staff members. Additionally, our on-trade and off-trade activity aims to benefit both customers and consumers, ensuring everyone involved in Cheltenham, whether that be at home or at Cheltenham have a cracking time.”

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