THATCHERS OUT ON THE ROAD THIS SUMMER
Thatchers is on the road this summer as part of its new experiential campaign which features Thatchers Vat 12, the cidermaker’s new sampling truck, bringing to life what makes Thatchers different – the family, the farm and the cider. Thatchers has eleven 150 year-old oak vats at its family farm in Sandford, Somerset – so this is number twelve.
Visiting sports events, festivals and public events over the summer, Thatchers will offer visitors the best possible cider experience.
“It’s really important for us to be out and about with our customers,” says Philip McTeer, head of marketing at Thatchers Cider. “Thatchers Vat 12 gives us the opportunity to get out from behind the bar, talk to people and introduce our ciders to them in an informal atmosphere, sampling or selling, and importantly, experiencing the brand.
“We’re taking Thatchers out on the road, out of the farm and into places where people are wanting to enjoy a cider or two. It’s the unique combination of tasting whilst learning that will let us prove even more so why Thatchers is what cider’s supposed to taste like.”
Thatchers Vat 12 will be supporting the brand’s association with its sponsorship of sports teams – Somerset County Cricket Club, Gloucestershire County Cricket Club and Bath Rugby, and bringing a taste of the West Country to events including Bristol Volkfest and Bristol International Balloon Fiesta.
Thatchers Vat 12 will also be a part of a sponsorship of outdoor screenings in Brindley Place, Birmingham. Running throughout July, the outdoor screening experience will be showing live sport and films, with an estimated 1.8 million footfall.
In addition, Thatchers outdoor campaign, which includes large billboards running nationwide and a new Go West series running at rail stations between Reading and Bristol, is being enhanced with a thermal campaign focussing on Thatchers Haze and the good weather. Varying from region to region, the advert will go live only when the temperature hits a perfect British summer’s day. Sites are in Leeds, Manchester, Birmingham, Liverpool, Bristol and Nottingham.
Thatchers What Cider’s Supposed to Taste Like marketing campaign is underpinned by its Hot Air Balloon commercial, which is being shown nationally on TV throughout the summer. A series of 6” and 15” ad extensions in the form of Prog, VOD, Social media and YouTube features The Spokesman Returns – a series of short films shot at Myrtle Farm, and featuring cameos from Martin Thatcher and Richard Johnson, Thatchers’ chief cidermaker.