A new TV campaign from Thatchers, the family cider makers, will appear on screens from Monday 17th August 2020. Called “Family”, it reinforces the values that are the driving force behind everything that Thatchers does.
True to life, authentic, warm and aspirational, the new campaign from the Somerset cider maker will be broadcast nationally, on TV and Video on Demand.
The ad has been directed by award-winning British director Steve Reeves with production company Another Film Company. The creative agency is McCann Bristol, and media agency Bray Leino.
Bill Bailey has provided the voice over, and as in previous campaigns Martin Thatcher has a cameo role, this time joined by family members Anne and Eleanor. Cider makers Richard Johnson and Sophie Jennings also make appearances.
Martin Thatcher, four generation cidermaker says, “This is an ad that’s warm with a smile in its heart. We hope everyone will be able to relate to it. The sense of family runs very strongly throughout all we do at Thatchers, from our heritage and traditions, through to our quality and expertise in cider making. It’s something we’re all very proud of, and we know it’s something that will always stay true. There’s never been a better time to reinforce the message of family and caring for each other.”
A forty and thirty second ad will showcase the Thatchers cider portfolio of Thatchers Gold, Haze and Rosé. A social campaign will also run.
Thatchers has been the cider category’s top off trade performer during lockdown with sales +108.7% in the last 12 weeks. *Source: IRI, vol sales 12 w/e 18th July 2020.
As pubs and bars await the Government announcement allowing them to open their doors once again, the fourth-generation family business will be offering every one of its free-trade customers in Great Britain a free 50 litre keg of Thatchers cider in a £1million pledge.
Martin Thatcher, managing director of Thatchers explains,
“We want to help the pub industry get back to business after this immensely tough period. There’s no doubt pubs and bars will need all the help and support they can get, with the new normal being just as challenging.
“By giving free-trade customers across Britain who currently stock one of our draught brands, a free keg of cider, we’re hoping that this will be of great value to them financially for when they’re able to get the pints pouring once again.”
Thatchers is promising up to £1million of cider to make this happen. They will be working closely with their wholesale suppliers to ensure pubs and bars receive their free keg at the appropriate time.
Thatchers is extending this offer of support to all pubs in the UK subject to agreement with their respective owners and routes to market.
“As an industry we have to pull together and do what we can to help the hospitality industry get back on its feet.
“We hope this pledge will help pubs and bars welcome back customers with open arms, knowing that a free keg of cider will help their business.”
Thatchers will also be offering point of sale, sales support and cellar advice to publicans when needed, as businesses reopen.
Marston’s is just one of the companies supporting the Thatchers Pledge. Simon Barnes, Free Trade Sales Director at Marston’s, says
“Marston’s are really pleased to be working with Thatchers to support their pledge and helping our pubs restart their businesses.”
Tim Cooper, managing director of Dayla Drinks, has also lent his support. He says ,
“Dayla is delighted to working with Thatchers Cider on such a great initiative to support the on-trade at a time when we all need an uplift. My family and the Thatcher family are fully committed to helping our loyal band of customers return to better times and we wish them all well.”
Jo Mardell, head of sales at Tolchards Drinks adds,
“Tolchards are delighted to be part of Thatchers’ pledge initiative. We’re sure customers will race to get on board and will be thankful for the support on re-opening their outlets.”
Cider makers across the South West have responded to the continued absence of gatherings by launching a cyber celebration to mark South West Cider Week.
Such is the ingenuity and determination of producers around the region that a packed programme of events actually exceeds one week – stretching from Friday 12 June to Sunday 21 June.
During that time, cider drinkers and serious aficionados alike can enjoy online tastings, virtual tours, a cyber meet and greet with producers and even a drive through cider shop followed by an orchard walk.
The events are being organised by cider makers and retailers themselves, and co-ordinated through the website, www.swciderweek.org.uk and on social media using the hashtag #swciderweek.
As the oldest drink produced in the UK cider making in the South West is steeped in centuries of history. This is not by chance as it is the combination of the landscape, soil and weather that mean that apple orchards flourish in the region – especially those planted with the bittersweet fruit varieties that have made West Country ciders famous around the world. Though it is also a sector and a region noted for much of the innovation in terms of producing different styles of cider, orcharding practices and product manufacture.
The dozens of events that make up the South West Cider Week are being coordinated by the South West of England Cidermakers’ Association (SWECA).
Martin Berkeley of Pilton Cider is organising the SWECA involvement. He said: “Sharing a glass of cider in good company is a fabulous thing and vital to many of the social connections we make. It is also so important commercially for hundreds of businesses across our region.
“Whilst it might a while before we can gather in person, we were determined to see how we could still celebrate cider.
“The response, thanks to the imagination and resilience of cider makers has been fantastic and as a result, we will – virtually – invite the world to share our passion for the drink so synonymous with the South West.”
As well as showcasing the skills of cider makers and revealing the great matches with other regional produce like cheese, it is hoped that the series of events will also provide a much-needed boost to producers given lost sales through pubs and bars and the absence of tourism this summer.
The scale of the loss to producers is significant as a third of cider sales, representing two-thirds of the value, are through on-trade outlets. For 2019, that amounted to £2bn in sales (Westons Cider Report).
To amplify this effort many businesses are offering discounts for online sales and some specialist retailers are putting together mixed cases that reflect the great breath of quality drinks produced across the region.
Support for the South West Cider Week was immediately forthcoming from the body representing the UK cider industry – the biggest cider market in the world.
For the National Association of Cider Makers (NACM), Mark Hopper said: “We know that cider makers like nothing more than being able to share their craft with people – whether those consumers are new to cider or familiar with the many styles available.
“The continued absence of the chance to meet people in person is understood, though it has an impact.
“That producers right across the South West have come together to create ten days packed with different ways to enjoy cider is fantastic. We will do all we can to encourage people to join at least one of the events.”
The cider makers stepping up to the cyber challenge range from small producers new to the sector like Find & Foster and Ganley & Nash to established businesses of scale with hundreds of years of history like Sheppy’s and Thatchers Cider.