Recognising the value of change
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 of this; they have achieved impressive growth both on and off- trade.
Our task was to communicate the Thatcher family's traditional techniques along with the true heritage and quality of the Thatchers Gold brand with a targeted brand awareness campaign in key regions. Based on our successes, our brief was then extended to a national level.
We like Family businesses and we like cider too, so we were delighted to receive the brief from Thatchers. Our strategic planning, design, advertising and media experts immediately began crafting a heritage story that would draw upon (and affirm) the Thatchers brand’s rich history and core family values.
The piece we developed for television advertising centred around a story: 'The People Who Care About Cider’. It celebrated the heritage and care Thatchers brings to its ciders. Advertising in key trade print publications supported this heritage story and featured imagery from Myrtle Farm and the family photo album, including a picture of founder William Thatcher.
Regional coverage began with ITV channels and 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.
Thatchers is benefiting from this new approach. 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.
Here's what Martin Thatcher, Managing Director of Thatchers, and fourth generation cider maker had to say:
“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. We think our customers like the results as much as we do.”