Westons Cider is ramping up investment behind its Henry Westons brand, kicking off a burst of marketing activity ahead of the summer cider season.
The campaign includes a £1.1m out-of-home spend which is expected to reach more than 48 million adults across the UK.
The activity, which runs in four bursts throughout the year, consists of an outdoor advertising campaign that will feature Henry Westons Vintage (ABV 8.2%), alongside the brand’s new on-trade offering, Henry Westons Vintage Draught (ABV 5.2%).
The outdoor media campaign will be supported by an on-pack promotion offering consumers the chance to win a luxury vacation to either New York, Santorini, Singapore or Iceland. Exclusive to the Tesco Group, including Booker and One Stop, the on-pack promotion will appear on more than four million bottles of Henry Westons Vintage, Henry Westons Signature Vintage, Henry Westons Cloudy Vintage and Henry Westons Vintage Rosé, in addition to the Organic 3-litre bag-in-box between now and September.
The range of destinations, centred around food and adventure, and on-pack design featuring a holiday-ready Henry, targets a cross-section of cider drinkers as the brand seeks to recruit younger consumers to the category.
The brand is also scaling up its in-store promotion between now and September with retail out-of-home activations highlighting the on-pack promotion, the full Henry Westons range, and Henry Westons Vintage – currently the number one cider SKU in the convenience sector and second in total retail.
