Brothers Cider has launched a new campaign ahead of Halloween to drive awareness of the brand’s association with the celebration.
With a spend of worth over £300,000, the new campaign is expected to reach a total of 36 million consumers and builds on the success of its Making Weird Wonderful campaign during the summer.
Going live until 1 November, the campaign incorporates OOH advertising appearing on 11 digital roadside towers in eight key cities across the UK.
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These locations include Bristol, Manchester, Leeds, Liverpool and Sheffield.
The campaign places, which places the company’s Toffee Apple flavour to the forefront, also includes promotional adverts whilst customers shop online and in-store across 300 Tesco sites nationwide.
In addition, Brothers is participating in Asda’s in-store Halloween activation, with the brand’s advertising appearing in-store, on the retailer’s FM radio station as well as through digital advertising.
“Halloween is a key occasion for the business as our Toffee Apple variant in particular, lends itself perfectly to warming winter drinks and really brings to life the autumnal and wintery flavours consumers are looking for,” Brothers head of marketing Nicola Randall said.
“This is one of the biggest campaigns we have rolled out for Halloween to date and we are really looking forward to bringing Brothers to even more people to get them excited about the celebrating with cider this season – 36 million of them.”
Randall added: “After a hugely successful summer engaging with our consumers via various events and activations, including Glastonbury, we’re entering the festive season in a very strong position and are looking forward to getting them excited about cider during the colder months too.”
