Communications agency McCann Bristol has been appointed by Somerset cidermaker Thatchers to further build its brand as it aims to reach new customers across the UK.
The agency will take an integrated approach across a range of communications activities, creating a new master brand campaign alongside tactical campaigns for Thatchers’ Gold, Haze and Rosé ciders as well as future products, which it described as “exciting innovations”. 
These campaigns will run across all media – from TV, outdoor and print to digital and social activity, as well as shopper and on-trade activation.
Thatchers has been making cider on the family’s Myrtle Farm at Sandford, near Weston-super-Mare since 1904. Owned and run by the fourth generation of the family, it has become a generated a higher profile over recent years through TV and cinema advertising as well as becoming a major backer of sport in the West of England – including securing sponsorship, branding and supply agreements with many of the region’s professional teams and at most of its venues.
Last summer it was the official cider of the ICC Cricket World Cup, giving it exclusive pouring rights for its Thatchers Gold and Thatchers Haze brands in all 11 venues during the six-week long tournament – the year’s largest sporting event in the UK.
Thatchers’ last TV campaign was created three years ago by London-based agency Joint with media buying handled by Bristol and Devon-based Bray Leino. Built around the What Cider’s Supposed to Taste Like tagline to promote Thatchers Gold, it was made by Father Ted director Declan Lowney.
McCann said as popularity for Thatchers’ products continues to grow across the UK, it wanted a new approach that that involved the brand staying true to the familiar tone of the past while laying important roots for supported national growth.
The campaigns will be rolled out throughout 2020. 
McCann Group executive creative director Jon Elsom said as one of the fastest-growing cider brands in the UK with an evolving portfolio, Thatchers demanded a highly creative agency with a truly integrated approach and a track record of catapulting brands into the limelight with award-winning work.
“2019 was a year to remember for McCann Bristol. We’ve well and truly cemented our position as one of the most creative integrated agencies in the UK, increasingly attracting talent and clients both locally and nationally,” he said.
“Thatchers is a fantastic addition to our client list and we’re looking forward to making sure there’s only one name on cider-drinkers’ lips.”
Thatchers head of brands Yvonne Flannery added: “Last year Thatchers Gold and Thatchers Haze saw really strong growth across the UK. We’re looking forward to strengthening this position even further with the ambition and creativity that McCann Bristol will bring, helping make 2020 a stand-out year for us.
“Our mission is to bring fantastic tasting cider to drinkers in all parts of the UK, proud of our West Country heritage, whilst reaching new audiences nationally.”
McCann Bristol is part of McCann Worldgroup, the global marketing group that works with brands across 100-plus countries including advertising, relationship marketing, public relations and design.
It has secured a number of high-profile wins recently, such as The Royal Mint, following a hugely successful year of major award recognition, including one of the global advertising industry’s most-coveted accolades – a Lion award – for its work with domestic abuse charity Refuge. Some of its other clients include insurance group Admiral, Vauxhall, Bristol Energy and Pink Lady apples.
