Magners reveals heritage campaign
Magners Irish Cider has unveiled a heritage brand campaign embracing press, radio and outdoor.
The cider brand, which reported falling revenues of 8.1 per cent for its last financial year, is focusing on two lifelong friends and orchard workers for the campaign.
The campaign tells the experiences of master cider maker Michael O’Donnell and head orchard keeper Thomas White in Clonmel, County Tipperary. The focus for Magners’ advertising was previously on the seasons.
The press and outdoor elements feature portraits and landscapes of local people and local places. A two week platform domination has been scheduled at Oxford Circus and Angel tube stations in London and an ad will air on Virgin Radio throughout the May bank Holiday weekend. Magners will own all the station’s promotional space on Bank Holiday Monday.
The campaign was created by Young Euro RSCG and MPG has handled all media buying and planning.
Marketing manager Scott Fairburn said: “This campaign sees the brand celebrating its heritage and tradition.”
Magners was rapped by the Advertising Standards Authority last month for a “misleading” campaign last year regarding a blind taste test against Bulmers.
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