The Wonderfulness of Local campaign will air on TV from today (25 May) and forms part of Westons’ wider marketing commitment.
Comedian Ellie Taylor and adventurer Alastair Humphreys front the campaign, which explores the “glorious countryside” surrounding Westons’ cider mill in Much Marcle, Herefordshire.
“The key objective of our TV creative was to tap into a brand truth that had the ability to engage consumers emotionally,” said Stowford Press brand manager Holly Chadwick. “Within this, we know our consumers value premium, local ingredients and provenance, and are actively seeking new experiences over material things.”
Key message of locality
Such thinking drove the creative around the new television campaign, which merges humour with the key message of locality, added Chadwick.
“Although Stowford Press is a major national brand in both the on and off-trade, we will always stay true to our local heritage of our brand and celebrate the wonderfulness of local.”
The ad, which has been produced in 60-second, 30-second and 10-second edits, will have primetime slots on Channel 4 and ITV this evening.
This will be followed by a 10-week campaign on other channels to gain national coverage.
Stowford Press Mixed Berries
Also featuring on the new ads will be the newly launched Stowford Press Mixed Berries, which was introduced in April.
“As we predicted at the time, Stowford Press Mixed Berries has had a rapturous reception from the trade and consumers alike,” said Chadwick.
“This new campaign will highlight the quality of our cider and will bring the Stowford Press brand to more people’s attention.”
Mixed Berries is the brand’s first foray into the draught fruit cider segment and realises Westons’ belief that 50% of all cider sales in the UK will come from the fruit segment.
Meanwhile, The Morning Advertiser’s Cider Summit will take place on 22 June in Bristol. Come along to the event for the latest figures and trends about cider.