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HeyHuman

Core disciplines: Branded content, Experiential marketing, Integrated marketing, Social

One of the Top 30 most viewed agencies for 2017

Addlestones Free Range Cider from HeyHuman Agency on Vimeo.

 

THE KEY BEHAVIOUR

Get cider drinkers to see Addlestones’ cloudy,
natural finish as a positive, and establish it as
a premium cider of choice.


 

 

KEY BARRIER & COMPARISON

Key barrier: Consumers wrongly perceived a cloudy,
unfiltered cider to have a challenging and heavy
rather than sharp taste.

Key comparison: Free-range eggs. In a world
where people tend to use shortcuts such as ‘organic’
and ‘gluten-free’ to stand in for naturalness, ‘free range’
is well understood and has real meaning.

 

THE CREATIVE IDEA

Addlestones: Free Range Cider

Branding Addlestones as ‘Free Range Cider’ acted as a simple verbal and visual shortcut
to a world people already know, appreciate and, as with eggs, feel is worth paying a bit more for.
We were able to build our campaign around the imagery of that world, from the look of egg-crates
and selling Addlestones by the dozen to hoardings with organically grown moss!

 

THE RESULTS

The business was turned around, from significant annual losses against a general decline in cider sales,
into real growth. Owner Shepton Mallet Cider Mill had employed us planning to sell Addlestones;
it was able to do so, to Magners, as a growing brand ahead of its competitors.


 

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