Asahi UK-owned premium cider brand Cornish Orchards is launching its first major advertising campaign with the key message being its provenance, quality and sustainability.
Created by The Corner London, the campaign flags up the fact that the award-winning cider’s farm, based in Duloe, Cornwall, is Soil Association certified organic. The brand also recently planted 5,000 trees on its farm located on the Duchy of Cornwall estate.
Running on VOD and out of home, the work carries the endline “Locally Pressed Cider” to highlight the fact that, unlike many of its competitors, 100% of Cornish Orchard’s apples are pressed right on the brand’s Westnorth Manor Farm.
The campaign has been devised around the “Hydraulic Press Channel”, a YouTube and TikTok channel operated by Finnish workshop owner Lauri Vuohensilta, which airs videos of various objects being crushed in a 140-ton hydraulic press.
The film sees the brand crushing all the things it is not into, like artificial flavourings, cheap concentrate, stress, and daft merch, before crushing the one thing it is into – juicy apples that make its cider.
The outdoor activity, including 48 sheets, 6 sheets and taxi wraps, focuses on the simplicity, locality and knowledge that defines Cornish Orchards’ approach to cider making.
Asahi UK director of brand marketing for local brands Andy Box said: “Offering the best of British, there is currently no super-premium cider available in that delivers to the taste and quality standards of Cornish Orchards. This new campaign focuses on the unique qualities of the farm and Its processes to bring the brand to life brilliantly.”
Corner London chief creative officer and founding partner Tom Ewart added: “Unlike other ‘premium’ cider brands, Cornish Orchards press 100% of their apples on site. They don’t import or use cheap apple concentrate or artificial flavouring. Telling this story using a hydraulic press was more satisfying than I should probably admit.”
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