Cider maker Thatchers is launching a nationwide sales campaign aimed at men – with commercials for its flagship Thatchers Gold screened on Sky Sports, Sky News, Sky Comedy and Sky 1, 2 and 3.
The North Somerset company, which has grown sales by more than 700% in five years, will also be showing its animated People Who Care About Cider commercial in 379 cinemas over the key summer and holiday period reaching an estimated audience of 4.8m.
The campaign, which celebrates the heritage and care that Thatchers brings to its ciders, is worth £1.5m. It begins next Tuesday and will also be extended to cover ITV1 regions Granada and Yorkshire alongside the core area of Central, West Country, West of England and Meridian, where the campaign has been running since April.
In addition, 48-sheet outdoor poster sites are being used to support the TV and cinema messages over the summer.
Managing director Martin Thatcher said: “This is heavyweight support for our flagship brand. We are now reaching a national audience through Sky focussing in on male targeted programming. Over half of the UK can now see our Thatchers Gold commercial on ITV1.
“The expertise we put into our ciders has taken over a century to acquire. With this campaign we are looking to focus on the values that make Thatchers unique – family, heritage, care and expertise.”
The campaign will run until the end of August. It follows the signing by Thatchers of a three-year deal with Bath Rugby to be the club’s official cider partner. Thatchers' logo will be displayed on Bath team jerseys and there will be extensive branding at the Rec including re-naming the north stand as the Thatchers Stand.
