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  • Thatcher

Taking a Regional Brand to a National Audience

Client: Thatchers Cider Company Ltd
Brand: Thatchers Gold

The Challenge
In the current financial climate, brands which reflect family values, true craftsmanship and British heritage are weathering the storm better than most.

Thatchers Cider is a prime example; they have achieved impressive growth both on and off- trade.

This summer, Bray Leino was tasked with creating a targeted planning and buying campaign for Thatchers Cider to drive brand awareness, focussing on key regions. The brief was then extended to a national level.

The Solution
Our response was to take Thatchers flagship brand, Thatchers Gold and its ‘People Who Care About Cider’ animated campaign, which celebrates the heritage and care Thatchers brings to its ciders through coverage on ITV channels and in cinemas across the West Country, West, Central, Meridian, Yorkshire and Granada regions. This was then taken to a national level with the introduction of UK-wide coverage across six Sky channels.

The Results
The television campaign has been running for two years, rolling out to a wider audience, a greater number of ITV regions and selected Sky channels in 2011. Pre and post tracking research shows that awareness of Thatchers at a national level significantly increased year-on-year and between the pre and post stages of the campaign.

The cinema side of the campaign benefitted from the huge success of the Inbetweeners film, and achieved an estimated 7.8 million admissions.

Managing Director of Thatchers, Martin Thatcher commented: “The expertise we put into our ciders has taken over a century to acquire. With this campaign, created by Bray Leino, we were looking to focus on the values that make Thatchers unique – family, heritage, care and expertise.

“This was heavyweight support for our flagship brand. With this additional investment we reached a national audience through Sky channels, focussing in on male targeted programming. Over half of the UK could see our Thatchers Gold commercial on ITV1.”

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