We’re embarking on our biggest calendar of events and festivals to date, as part of a marketing campaign that will see us introduce our ciders to new customers across the country.
We’ll be sampling to over 800,000 people over the summer months, which includes appearing at nine festivals new to Thatchers, including Boardmasters, Kendal Calling and Victorious, where Thatchers Haze will be the sole apple cider on the festival bars.
Thatchers Haze is the UK’s #1 cloudy apple cider, and its presence at these major festivals reinforces the brand’s appeal to the 18-30 age group.
In total, we’re attending 30 events and festivals over the summer, where ciders being served include Thatchers Gold, Haze, Cloudy Lemon and Blood Orange.
Visitors to five of the biggest festivals across the country will see a new bar, seating area and customer activation, featuring Thatchers replica hot air balloons adding intrigue and theatre. With QR code activation, visitors have the chance to experience what it would really be like to fly over the Thatchers’ orchards in a hot air balloon!
Our brand activation manager, Emma Pyle, explains, “This is our biggest summer campaign to date, that sees us visiting 30 brilliant festivals, events and concerts right across the country. This is supported with in-home and office sampling initiatives, and an above-the-line campaign headlined by our brand new Pint-Sized Perfection commercial.
“The cider that goes hand-in-hand with laid back occasions, especially when there’s music in the mix, Thatchers Haze will be enjoyed at these festivals over the summer, as the UK’s favourite and best-selling cloudy apple cider.
“As well as festivals and events, sports fans will continue to see our flagship brand Thatchers Gold support top-flight rugby, cricket and football over the summer and into autumn.”