The brief is to design a campaign that drives proper engagement in orchard pig cider and promote it as the only craft cider. The campaign not only needs to be engaging it should be based on the background, history and current position of the cider. Orchard Pig’s ciders believe it is the only ‘craft Beer’ like cider in the market today which have a modern positioning and tone of voice.
The target audience is for everybody and anybody that espouses the same values as Orchard Pig – Generation Z, no demographics apply.
The company’s principles are:
• “Stay rooted” is what we say to the world
• We appreciate simplicity…and cider
• We like to poke fun at the world and ourselves…
• We are ALL about the cider…
And their values are:
BOLD, Dare to be different
CIDER, It’s all about the cider
ROOTED IN SOMERSET, Proud of where we are from
MISCHEVIOUS, A catalyst for more fun
SIMPLE, Simple brand and simple product
INCLUSIVE, For anyone and everyone
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