A live stream from Bulmers’ Herefordshire orchards broadcast across London, Manchester and Birmingham is the highlight of a new campaign from Bulmers Orchard Pioneers. The £2m campaign showcases the pride and passion that Bulmers has for its orchards as well as the cider apple growers behind them, as the trees come into blossom and the apples begin to grow.
Launching this week, the ATL campaign celebrates Bulmers’ two newest ciders which have been co-developed with entrepreneurial apple cider growers, Kier Rogers and Sarah Hawkins, on their Herefordshire-based farms.
Sarah’s Red Apple Cider: a medium bodied sparkling apple cider, with the subtle bittersweet taste of true Herefordshire apples.
Kier’s Cloudy Apple Cider: a medium bodied sparkling apple cider, with the flavour of fresh apple juice and subtle caramel sweetness.
Emma Sherwood-Smith, cider director, says: “With Bulmers’ 130-year cider-making heritage in Herefordshire, our cider apple growers have always been at the heart of our business. We wanted to showcase blossom time, which is a beautiful season in our orchards and the true start of this year’s apple crop, rarely seen by cider drinkers. In this never-been-done-before “Live from the orchard” campaign, we transport consumers right into the heart of Herefordshire, in a living and breathing orchard. The new campaign will drive sales of the Bulmers Orchard Pioneers variants for our customers over the busy summer period, so retailers should stock up now to reap the additional sales.”
The campaign is also supported by radio advertising and targeted social media content to drive consumers into store. In-store POS will be available to customers to disrupt shopper behaviour, and link back to the campaign to inspire purchase.
The two Bulmers Orchard Pioneers variants are available to UK customers to order now in 500ml glass bottles and 4x330ml can packs.