Ciders are popping up all over the place, as are gins while every back garden in north London seems to be producing its own IPA ale.
Stowford Press hails from Herefordshire and, unlike other volume cider brands only uses Herefordshire apples (some other ciders ship in concentrate from as far afield as China it seems).
Red Bee Media, once part of the BBC, is on the case with a lively excursion to demonstrate the ‘wonderfulness of local’ featuring comedian Ellie Taylor (whose signature seems to be very red lipstick) and “renowned local adventurer Alastair Humphreys,” who, we presume, exists.
Red Bee head of planning Lisa Matchett says: “When doing our research, we discovered that in order to produce the necessary volume, many ciders included imported apple concentrate (sometimes from as far away as China). Stowford Press don’t ever do this: all the apples in Stowford Press are locally sourced and come from within 50 miles of their cider mill. So, we found ourselves gifted with something very precious and all too rare: something true and different about our product to tell our audiences a good story about.”
Sally McKinnon, head of brands at Stopford owner Westons Cider says: “We wanted to find an entertaining and engaging way to communicate the premium credentials of the Stowford Press brand and heavily differentiate it from its competitive-set – both creatively and strategically. Red Bee’s expertise in creating entertaining content was crucial to the creative execution and we’re excited to be releasing the results of that today.”
A timely effort. The UK is currently awash with metropolitan millennials tramping through the English countryside from one festival to another and annoying the natives.
MAA creative scale: 7.