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Thatchers Cider new campaign takes off

Thatchers Cider have launched a new campaign for its flagship brand Thatchers Gold, which airs for the first time on Saturday 24 June 2017.

The campaign was created by Joint with media buying handled by Bray Leino. It represents the second phase of the What Cider’s Supposed to Taste Like platform designed to convey the Thatcher Family’s utterly uncompromising commitment to the quality of their cider.

The lead film, directed by Declan Lowney at Another Film Company, – who has shot numerous commercials for some of the world’s biggest brands as well as being known for his television and feature film work as a comedy director, with Father Ted, Little Britain, Moone Boy and Alpha Papa – is the first time Thatchers have featured a spokesperson in their advertising.

The ad was shot on location in the Somerset towns of Axbridge and Chelvey as well as on Thatchers Myrtle Farm with fourth generation family member Martin Thatcher and chief cidermaker Richard Johnson, also featuring.

The campaign airs from 24 June, starting during coverage of the first British Lions Test v New Zealand.

To be seen by adults over 200million times over the summer, the advert will continue to appear within the best live sport including The British F1 Grand Prix, The Confederations Cup, The Tour De France, Royal Ascot, a further two Lions test matches and premiership football and rugby. As well as running on linear TV, we will have a significant Video on Demand (VoD) presence, appearing on ITV Player, All 4, Demand Five, YouTube premium content and Sky Go.

It will appear in a number of Sky’s programmes on demand, including the new series of Game of Thrones.

The commercial will also run in cinemas across the UK, including films such as the Mummy, My Cousin Rachel, and one of the summer’s biggest blockbusters, Dunkirk.

Marketing Director Yvonne Flannery comments, “This is a commercial that is affectionate, humorous and warm hearted, but is clear in its message that Thatchers Cider tastes as good as it should – you wouldn’t settle for a hot air balloon that could almost fly, so why would you buy a cider that’s almost perfect?

“It has a very clear comedic intent – the tone is knowing, with a gentle surreal comic edge, so the viewer knows we’re all having some fun.

Yvonne continues, “Working with Declan Lowney has been an honour, he is himself a master of his craft. He has directed a commercial for us that will make people smile while representing the strong values of quality and perfection we hold dear here at Thatchers.”

Director Declan Lowney adds, ““There’s something about this script and the Somerset setting that really appeals to my Irishness and tickles my Father Tedness.  The notion of comparing a perfect pint of Thatchers cider to a low flying hot-air balloon is clearly ridiculous, but I love that.” 

Thatchers is supporting its brands this year with a major campaign to ensure its ciders remain front of mind with consumers. Alongside TV, the campaign includes outdoor advertising, PR, sampling events, social media and digital campaigns, as well as national events and festivals including Glastonbury Festival, GoldCoast OceanFest, and Cambridge Folk Festival.

Thatchers TV Advert 2017:

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