Westons Cider-owned Stowford Press has released a new advertising campaign as it aims to communicate its premium credentials.
The British cider brand has collaborated with creative agency Red Bee for the campaign, called The Wonderfulness of Local.
The aim is to increase both brand saliency and category reach, and help support Westons’ volume targets for Stowford Press, across both the on-trade and off-trade.
Designed to highlight the fact that Stowford Press only uses locally sourced apples, the work features comedian Ellie Taylor and adventurer Alastair Humphreys going off in search of adventures in the countryside that surrounds the Stowford Press mill in Herefordshire.
Positioning Stowford Press as a step up from mainstream ciders, the campaign targets cider drinkers above the age of 28. Red Bee said its insights indicate this audience is united by an appreciation of quality ingredients, a good sense of humour and a taste for adventure.
Lisa Matchett, head of planning at Red Bee, said: “When doing our research, we discovered that in order to produce the necessary volume, many ciders included imported apple concentrate (sometimes from as far away as China). Stowford Press don’t ever do this: all the apples in Stowford Press are locally sourced and come from within 50 miles of their cider mill.
“So we found ourselves gifted with something very precious and all too rare: something true and different about our product to tell our audiences a good story about.”
Westons Cider head of brands Sally McKinnon said: “We wanted to find an entertaining and engaging way to communicate the premium credentials of the Stowford Press brand and heavily differentiate it from its competitive-set – both creatively and strategically.
“Red Bee’s expertise in creating entertaining content was crucial to the creative execution and we’re excited to be releasing the results of that today.”
© FoodBev Media Ltd 2021
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