Thatchers is looking to drive awareness around its Katy cider with a new spring campaign.
Thatchers Katy, a traditional premium cider, has been crafted at Myrtle Farm, Somerset for more than 21 years. The new marketing push will include six-sheet and digital screen panels, couponing and in-store sampling.
James Kennedy, head of off-trade for Thatchers, said: “We’re seeing a major move towards premiumisation in the cider category. Consumers are prepared to spend more to enjoy a high quality, premium cider like Thatchers Katy.
“The Katy apple is grown in our orchards here at Myrtle Farm and is a very special apple to us, characterised by its beautiful bright red skin. As a dessert apple, it provides the perfect balance of acidity and sweetness for a single variety cider, and is the perfect apple for an expertly crafted, traditional premium cider, a key message of this campaign.”
The new campaign is expected to recieve an estimated 55 million views and will run from March 26 to May 6.
Thatchers will continuine its marketing push throughout spring and summer with a refreshed ’What Cider’s Supposed to Taste Like’ campaign, launching this April.
Thatchers Katy is available to independent retailers now (rrp £2.00 for 500ml bottle).