Cider brand Crumpton Oaks is celebrating the return of summer with a nostalgic campaign paying homage to the pioneering electronic music scene of the 1990s.

Developed in collaboration with creative agency McCann Birmingham, ‘Happy Applecore’ sees the Aston Manor-owned firm partner with DJ Hixxy for a hardcore dance-inspired TV spot.

The colourful new campaign will aim to position the brand as a category disruptor as it looks to build upon the success of its hip-hop inspired ‘Straight Outta Crumpton’ spot, which first ran in 2022.

“We’re excited to launch an accessible, fun-filled, and nostalgic campaign for Crumpton Oaks,” said Katie Walker, brand manager for Aston Manor.

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“DJ Hixxy and McCann Birmingham were the perfect partners for us in our mission to create a campaign that will make waves, continue to disrupt the cider category status quo, and stand out to consumers. Happy Applecore will resonate with cider drinkers of all ages, and tap into a thirst for good times, making memories and connecting with friends.”

Featuring an original track recorded by MC Whizzkid, the creative will run across TV, video-on-demand and social media, supported by out-of-home executions.

Adam Bodfish, ECD at McCann Birmingham added: “Breaking category norms remains a key ambition in our work, and what better way to do that for Crumpton Oaks than a collaboration with DJ Hixxy, catchy music and some vibrant nostalgia?

“In the thick of the category’s busy period, we wanted to turn up the fun and put entertainment back in the heart of advertising to create moments of true connection and enjoyment.”