Heineken UK brand Inch’s Cider is teaming up with leading food influencers, including Big Has, Alfie Cooks and Hey Renu to show off a set of locally sourced recipes featuring the cider.
The chefs, who all hail from Jungle Creations’ brand Twisted, feature in the new campaign which shows the creators championing sustainability and local businesses, pushing the message that local ultimately tastes better.
Twisted is part of Jungle Creations’ portfolio of social-born media brands – including Craft Factory and Four Nine – which create and publish original content to over 147 million followers.
The chefs are challenged to make a meal using local ingredients which have been sourced from within 40 miles of the Hereford mill.
All of the creators will film their videos independently, and will receive a special package with Inch’s cider and the coordinates to a secret location, where they go to explore and cook with regional ingredients before unveiling the finished meal on their social pages and at participating restaurants.
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“We’re always looking to push creators in exciting new directions and to blend the online world with the offline. Our new Inch’s campaign is one of our most ambitious projects to date, one that has a huge reach whilst simultaneously keeping sustainability at its heart,” said Jungle Creations associate creative director Molly Tappin.
“We can’t wait for the recipes to be offered to customers. There will be something for everyone to enjoy!”
Heineken UK cider brand director Rachel Holms added: “We’re thrilled to be partnering with Twisted by Jungle to celebrate the importance of sourcing local ingredients (like the apples we use to make Inch’s) and, of course, the delicious taste of our Inch’s apple cider.”
“A refreshing cider and a beautiful plate of food can really connect people to one another. We can’t wait for the Local Gems campaign to help people do just that, with incredible recipes using the super star ingredient of Inch’s apple cider.”
