Agency: Young Euro RSCG
Client: Magners Cider
The orchard workers of Clonmel, County Tipperary, Ireland are the heroes of Magners Irish Cider’s laters advertising campaign.
‘Orchard Workers’ focuses on the brand’s heritage, which combines outdoor, radio and press advertisements and reveals the tales and experiences of two lifelong friends and colleagues through their time dedicated to working in the orchards and vathouse.
With a combined experience of 80 years, Master Cider Maker, Michael O’Donnell and Head Orchard Keeper, Thomas White, provide timeless and romantic insights into their working lives and the heritage of the Magners brand.
These insights formed the starting point for the new campaign, knitted together with music for radio, weaved together with portraits and landscapes of local people and local places for press and outdoor.
This is Magners past, present and undoubtedly Magners future because as Michael confirms: “I think the company won’t ever forget its roots.”
A two-week platform domination campaign has been scheduled at Oxford Circus and Angel tube stations, while the radio will air on Virgin Radio throughout the May Bank Holiday weekend, with a particularly strong presence on Bank Holiday Monday, when Magners will own all the channel’s promotional space.
Marketing Manager at Magners, Scott Fairbairn, said, “This campaign sees the brand celebrating its heritage and tradition. It’s all about the faces and characters behind-the-scenes, who have witnessed the evolution of the Magners brand and have some truly enlightening stories to share.”
He continued: “The outdoor campaign is highly visual and we are looking to create a real impact by owning station platforms and the airwaves via our partnership with Virgin over the Bank Holiday weekend.”