Westons Stowford Press Cider has unveiled a new campaign that aims to reinforce the brand’s premium credentials and its ‘true British character’.

The Effortlessly Refreshing campaign launches this week as part of a £2.5m investment in the brand this year.

Sally McKinnon, Stowford Press senior brand manager, said: “We are extremely excited to be launching our new Effortlessly Refreshing campaign, which perfectly captures the spirit of Westons Cider and our commitment to continue to provide UK consumers with authentic cider that is not only truly refreshing but also tastes great.”

The brand’s advertising campaign represents Stowford Press’ largest ever investment in outdoor media. The campaign includes 6, 48 and 96-sheet advertising sites, as well as a heavyweight London Underground cross-track advertising campaign around the Ashes.

Meanwhile, the brand will continue to be the Official Cider of England Cricket with the partnership being promoted by a new social media campaign which launches ahead of the Ashes. The ‘Message on a Bottle’ campaign will drive consumer awareness of both the brand and its association as the Official Cider of England Cricket.