Six-sheet poster ads highlighting Merrydown’s “taste-bud tickling”, “mouth-pleasing”, “appley marvelousness” will feature in high footfall areas near high streets and supermarkets, and are expected to reach some 2 million consumers.
The first burst of advertising for Merrydown Medium 6% abv cider, which ran in spring, sparked a 46% sales boost in the impulse sector.
Alcohol marketing director Debs Carter said: “Although the poster campaign features Merrydown Medium 6% abv in 50cl, and this – along with Merrydown Blackcurrant 50cl 4% abv which was launched in the take-home market in the spring – has been instrumental in bringing new momentum to the brand’s performance, the whole Merrydown portfolio has benefited from the umbrella of the support activity.
“So far this year, distribution of Merrydown Medium 50cl bottles has already grown by 43%,and the two new 50cl bottle lines have added approaching three-quarters of a million pounds to the value of the take-home heritage cider sector (Nielsen). At the same time, we’ve seen also value sales of the established Merrydown Vintage 7.5% abv 75cl bottles increase by 23% in impulse stores.
“With the arrival of the autumn poster campaign and a series of partnerships with food and cooking ingredient brands in the pipeline, the timing is perfect for retailers to stock up with Merrydown and benefit from the brand’s upward trajectory.”