Thatchers Cider has unveiled a new marketing campaign for 2021, British Cider Time, as the British public has its eyes on warmer weather, meeting up with friends and family, and the start of a summer of UK holidays.
The Thatchers British Cider Time campaign will hero those cider moments we all want to share. Implemented across spring and summer, the multi-media campaign will lead with Thatchers, The Family Cider Makers TV ad, whilst giving each cider brand a chance to shine and resonate with their target audiences.
“From inspiring consumers to try new ciders, welcoming back cider drinkers who embrace cider in the warmer months, while building ever deeper relationships with those loyal cider lovers who make up 80% of category spend throughout the year, this extended campaign will give each of our brands a chance to shine,” says Martin Thatcher, fourth generation cider maker.
“Whether at home or on a UK holiday, our new campaign puts Thatchers right at the heart of moments that matter.”
The Family Cider Makers TV commercial is now back on screen, showcasing the portfolio of bottled ciders Gold, Haze and Rosé. Alongside TV, a VOD (video on demand) campaign will feature the No 1 NPD cider SKU of 2020, Cloudy Lemon, for the first time.
Generating 41 million impacts across three bursts, a billboard campaign for Thatchers Haze, the UK’s number one cloudy cider, coincides with the start of British Summer Time. This new Haze creative, as part of the British Cider Time series, describes the perfect moment to kick back and enjoy; the campaign will be topped with a thermal overlay to ensure Haze is seen at key purchasing occasions and temperatures when cider sales soar.
The campaign continues with a further new initiative for 2021 – Thatchers, The Family Holiday Makers, which puts Thatchers ciders at the heart of treasured holiday moments. Featuring artwork created by well-known travel illustrator, Julia Seaton, each design within the campaign has a fun twist beautifully drawn in the soft tones that are iconic to Julia’s work.
This campaign kicks off from 12th April, when holiday destinations will begin to open up once again. As well as digital billboards at key service stations on the way to West Country holiday destinations, there’ll be a six-sheet campaign across the South West and South Wales throughout the summer.
Thatchers Gold, Rosé, Cloudy Lemon and Katy will all be featured in their own individual consumer media, OOH, social and VOD campaigns throughout the summer.
All Thatchers campaigns will be supported with social media, influencer campaigns, consumer competitions and marketing and POS tool kits for retailers and operators.
Sampling remains a key focus for the Somerset cider maker in 2021, delivering thousands of samples in its biggest spring and summer sampling campaign yet, partnering with holiday parks, as well as the likes of Craft Gin Club and The Cheese Society to reach people in the comfort of their own homes.
And with summer events making a return, Thatchers will be at 11 events in July to September, with its pop up LandRover bars, including Tunes in the Dunes, Camp Bestival and Valley Fest.