“Kissing spots” are being created at bars and pubs across the UK with bunches of mistletoe being delivered in festive promotional activity for Mortimer’s Orchard cider.
The super-premium cider’s maker, Westons Cider, has created the Mistletoe Moments campaign to reinforce the brand’s authenticity and provenance this Christmas while also introducing cider to new consumers.
The mistletoe is being hung in around 50 bars and pubs to create the “kissing spots” and also being given away to consumers when they buy a pint of the cider.
The campaign is inspired by the mistletoe that naturally covers the apple trees in Westons Cider’s orchards in Herefordshire every year as Christmas approaches.
Mortimer’s Orchard mistletoe font hangers will also be delivered, with a message about being picked straight from the Mortimer’s Orchard. Brand ambassadors will merchandise the outlets before returning a week later to replace the mistletoe.
Mortimer’s Orchard brand manager, Jessica Wilson, said: “Our insight clearly shows that provenance and authenticity – previously niche concepts – are now expected and sought out by increasing numbers of consumers. This is a trend which goes far beyond the cider and drinks categories into all aspects of their lives.
“At Westons Cider, authenticity is behind everything we do and have done as a family-run cider maker based in Herefordshire since 1880. Mistletoe grows in abundance on the apple trees in Mortimer’s Orchard and is just one example of the provenance our brands offer.”
Helen McIlveen, Westons Cider’s customer marketing manager, added: “We are delighted to be launching our Mistletoe Moments campaign for Mortimer’s Orchard, which will drive trial amongst the brand’s target audience of 25- to 35-year-olds, and ultimately increasing rate of sale for licensees.
“The campaign will create an element of fun for customers this Christmas as well as some great social media content.”
Drinkers are being encouraged to share these moments using the hashtag #mortimersmistletoe.
Mortimer’s Orchard is also the Official Cider of Christmas at Kew, which runs until January 1, 2018. The Mortimer’s Orchard stand has illuminated selfie frames for event-goers to create their own “Mistletoe Moment” with mistletoe from Mortimer’s Orchard in Herefordshire. Mortimer’s Orchard is now sold in over 100 bars and pubs in the UK and is currently growing at 32% year-on-year.
The cider producer last month unveiled a new corporate brand identity to reflect the significant changes the business has undergone over the last seven years and support its ambitious plans to grow the business by 40% by 2023 to reach over £85 million.
Westons Cider is run by the fourth generation of the Weston family, which has been producing premium-quality cider from its mill in Herefordshire since 1880. Westons makes a broad range of ciders for the premium cider sector which also includes Stowford Press, Wyld Wood, Henry Westons, Old Rosie, Rosie’s Pig and Caple Rd.