Thatchers Cider leveraged its rights as the official cider of the Glastonbury Festival both pre-event and onsite with a campaign promoting its flagship ‘Gold’ brand that spanned from ticket giveaways to at festival pouring.
Its campaign began with a straightforward web and media partner competition giving away a pair of festival passes.
The brand’s own ‘six pairs of tickets’ giveaway mechanic was hosted on the front page of its own website at http://www.thatchersgold.co.uk/ and was based around a simple set of Glastonbury related questions – such as:
Q: Which famous Somerset monument can be seen from both Glastonbury Festival’s Worthy Farm and on a bottle of Thatchers Gold?
- A1: Priddy Circles
- A2: Glastonbury Tour
- A3: Wells Cathedral
This strand was essentially a list-building initiative as entrants needed to provide contact details in order to enter the draw.
It also ran a parallel giveaway with a set of media partners such as Time Out magazine
In the second of its three year partnership with Glastonbury, Thatchers Gold will be on tap in the Festival’s bars.
The family-run Somerset cidermaker will also be hosting four of its own craft cider bars, which will feature its traditional oak aged ciders, Heritage and Cheddar Valley.
The open fronted bars will be situated around the site at William’s Green, between the Pyramid and Other Stage, near the Bandstand, and close to the John Peel Stage.
The partnership was also promoted across its social channels – especially its Twitter feed.
We’re getting ourselves ready for Glastonbury Festival – it’s not long now! pic.twitter.com/yhQRgnIyRf
— Thatchers (@thatchers_cider) June 22, 2015
Some craft cider goodness at the Thatchers tent – JF pic.twitter.com/81CxyFtZWz
— Glastonbury Live (@GlastoLive) June 25, 2015
— Thatchers (@thatchers_cider) June 26, 2015
The brand is also debuting its new range of promotional outdoor marketing assets – including deckchairs and bean bags, plus parasols and windbreakers (always handy at Glastonbury)
Martin Thatcher, managing director and fourth generation cidermaker at Thatchers Cider, said: ‘We’re delighted to be back at this amazing festival. We want our four new craft cider bars to give festival-goers a real West Country welcome. Situated across different parts of Worthy Farm, there will be plenty of opportunity to experience the many different styles of Thatchers’ authentic Somerset cider.’
Michael Eavis, founder of Glastonbury Festival added :’”We’re in the heart of Somerset and having great cider here is a must. Our friends at Thatchers are in their second year with us. We hope it is a relationship that will continue for many years to come.’
The activation is effectively a primary platform lead-in for a new Thatchers nationwide ‘What Cider’s Supposed To Taste Like’ marketing campaign for its flagship ‘Thatchers Gold’ drink.
Spanning TV, press ads, outdoor billboards and point of sale (including the usual set of drop mats, bar runners and tent cards)
The new TV commercial, which will come in 60-second and 30-second versions will roll out in August
Martin Thatcher, Managing Director and fourth generation cidermaker at Thatchers Cider says: “We’re delighted to be back at this amazing festival. We want our four new craft cider bars to give Festival goers a real West Country welcome.”
“We are hoping this campaign will be a talking point at the bar, challenging customers to really think about what they love about their cider’
The new campaign focuses on our values, our authenticity, and our dedication to the art of cider making, great taste and perfection. We’re looking for the tone of the campaign to resonate with premium drinkers, engaging with our loyal customers and attracting a new audience to Thatchers Gold.
But why not launch the full advertising campaign around one of the UK’s biggest properties?
As well as its Glastonbury partnership, the cider brand also has a number of other local commercial partnership in its portfolio – including sponsorships with Bath Rugby Club and Somerset Cricket Club.