Westons Cider is launching a new Crafted to Perfection campaign for its range of traditional premium cider brands, in an attempt to “reinforce the craftsmanship that goes into producing the ciders whilst also engaging with more mainstream cider drinkers and encouraging them to broaden their drinks repertoire.”
The Crafted to Perfection positioning will set the tone for all marketing activity for Westons Henry Westons, Wyld Wood and Old Rosie ciders for the next year and is part of a £1m marketing investment for the three brands in 2015. The activity rolls out this week and consists of an outdoor advertising campaign featuring on over 600 sites in cities across the UK from Birmingham down to Brighton, including 48 and 6-sheet advertising running through until the end of July. The creative design was developed by London marketing agency Pulse.
The outdoor media campaign will be supported by a digital campaign launching in July and running until September, promoting the Crafted to Perfection range of ciders within sports and lifestyle online magazines. The campaign will offer consumers the chance to find out ‘What kind of cider are you?’ after answering a series of questions about themselves, with a selection of rewards for competitors.
Ian Lewis, head of marketing at Westons, says: “This is our biggest ever investment in above-the-line advertising for our traditional range of cider brands.”
The premium British cider producer has just recorded a record year for Westons sales and within that its off-trade volumes grew by 12% against a flat off-trade total cider market, according to the latest figures from IRI data. Westons said its record sales were largely due to the success of its traditional premium cider brands, in particular Henry Westons and Old Rosie. Henry Westons Vintage Cider has now reached a 2.4% share of the entire off-trade cider market and is growing by over 20%. Meanwhile, our Old Rosie premium cloudy cider brand is growing by over 50% within the total off-trade.
More on cider in the June issue of Wholesale News, out next week!