Gaymer’s Cider brand manager Rhodri Williams is working with Jeremy Paterson of Frukt Music and Steve Smith of Ear to the Ground on the latest campaign to reach out to consumers through music.
The ‘Lost in the Orchard’ campaign will run at music events throughout the UK this summer, including Glastonbury and Reading. Along with hosting bands on the Gaymers stage, the company also relies on proximity marketing and has a hub strategy in AMG venues across the UK.
“We wanted to let consumers know what Gaymer’s stands for,” said Williams. “Heritage, cider and the West Country, with a focus on music. The live proposition is designed to give consumers a memorable brand experience, linking the product via an online music quiz and bands playing in the ‘Orchard’ area. We’ll have a 2-for-1 deal on multipacks for early June, with the opportunity to win tickets for music events via ‘peel and reveal’ and POS kits.”
“We want to make it into a destination,” said Jeremy Paterson, MD of Frukt Music, “with festival attendees saying, ‘Did you check out the Gaymer’s Experience? Let’s go there tomorrow!'”
Source: Frukt Music
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