Henry Westons Vintage is launching its first ever TV campaign, along with an on-pack promotion.
The campaign will run throughout the summer and it celebrates Henry Weston, the man behind the cider. It forms part of a £1m investment into the Henry Westons Vintage brand this year.
The ‘Cider with Character’ TV ad, which uses an animated style, will feature across a number of prime-time TV channels. It includes a 20-second and a 10-second version.
The on-pack promotion also launches this week and will feature across 3.2 million bottles nationally throughout May and June, giving consumers the chance to win a trip to New York.
Tim Williams, brand manager for Henry Westons, said: “We are extremely excited to be launching our largest ever advertising campaign for Henry Westons. This is the first time Henry Westons Vintage has been on TV, and the ad shows how Henry’s expertise is used to create this exceptional cider. It’s a simple story, which helps educate the audience on how Henry started making cider in 1880 and shows how we still make cider in the same way today. It’s a unique ad, telling our unique story.
“Like the TV ad, the on-pack promotion also brings Henry’s character to life: on the promotional bottles the portrait of Henry now depicts him playing a trumpet, which gives an insight into the big personality of the man behind the cider. The Jazz on-pack promotion also builds on Henry Westons ongoing sponsorship of the Cheltenham Jazz Festival.
“Henry Westons Vintage has just recorded its best year ever of sales, growing by over 15% year-on-year and is now worth £29.6m, which makes it the leading premium brand in the off-trade and the number one glass-bottled apple cider in the UK (IRI data, March 2016). Henry Westons Vintage is always made from apples from a single year’s harvest, which are sourced from within a 20-mile radius of Westons site at Much Marcle.”