Thatchers Cider has unveiled a new TV commercial for its flagship brand Thatchers Gold. It had its first air time during Coronation Street on Friday 7th August on ITV1.
Entitled “Time Stops”, the 60 sec commercial, which has been written by Thatchers creative agency, Joint, and directed by Simon Ratigan, describes the moment of intense excitement and anticipation at 12.30 each Friday, when the Thatchers cidermakers taste their next vat of apple cider to decide if it’s as good as it should be, and ready to leave the farm. It’s a moment full of expectation, which ripples out into the local community.
Shot in and around Thatchers cider mill at Myrtle Farm in Somerset, the film showcases the dedication of the fourth generation cidermakers to great taste and perfection, making cider taste the way it should.
Yvonne Flannery, Thatchers’ marketing director says, “The film opens on a picturesque sunlit Somerset landscape, taking the viewer on a journey around the local Myrtle Farm community, through the farm gates, towards the 150 year old cider vats, just as the tasting begins. The degree of slow-motion increases the closer we get to the point of tasting, amplifying the sense of anticipation and drawing the audience into the story as it unfolds.
“Simple, everyday scenes have been shot in a beautiful cinematic way, giving the film a charm, honesty and naturalism to reflect what life here at Thatchers is all about.”
The commercial will be aired until the end of September on ITV, C4, Channel 5 and digital channels. 32 million adults in the UK are expected to see the ad at least three times, with spot times including The Bourne Series of films, Very British Problems on C4, football league highlights on Channel 5, as well as key sporting fixtures on Sky.
It will also be seen by an average 3.4 million admissions in cinema, where it will be run for four weeks through to mid- September in the South West, Midlands, South Wales, Lancashire and Tyne Tees regions. Media buying was handled by Bray Leino.
The new commercial is part of the Somerset cidermaker’s new multi-million pound campaign for Thatchers Gold, that reinforces the passion for the art of cidermaking that has been at the heart of the Thatcher family business for over 111 years.
“Here at Thatchers we take the art of cider making seriously every step of the way, and our Friday tasting in particular has become somewhat legendary,” says managing director Martin Thatcher. “This new commercial is explaining why we take our tastings so seriously – really focussing on our values, the authenticity of our brand, and our dedication to the art of cidermaking, great taste and perfection.”
In June, Thatchers launched a new outdoor campaign, What Cider’s Supposed To Taste Like, that has seen 48 and 96 sheet billboards, together with roadside 6 sheets, appearing across 700 outdoor sites, running through to the end of August. This has been Thatchers’ heaviest coverage to date to reflect its increased distribution throughout the UK.
Thatchers has rebranded its delivery fleet with the new creative.
Thatchers 2015 multi-million pound marketing activity is complemented by its partnership with Glastonbury Festival and GoldCoast OceanFest; sporting sponsorships including Bath Rugby and Somerset County Cricket; Festivals such as Glastonbury and GoldCoast OceanFest, and food festivals including Food Connections and Eat Drink Bristol Fashion.
Thatchers Gold is the UK’s no 2 draught cider, the brand is growing at +18% in the On Trade (CGA Brand Index 18/4/15). In the Off Trade Thatchers Gold is growing at +32% value (IRI May 2015).
Martin Thatcher concludes, “The apple is still dominant and apple cider accounts for 65% of all cider served. It is still clearly the largest drinking choice of all cider drinkers*. Our expertise at Thatchers firmly lies in crafting premium apple ciders.”
* Kantar World Panel May 2015