£2m marketing push for Symonds Founder's Reserve Cider

12th June 2015

Symonds Founder’s Reserve Cider is launching its first ever above-the-line marketing campaign as part of a £2m push.

For the first time, the Heineken-owned brand will be advertised out of home, in national press and online to drive the ‘more than your usual’ message to consumers.

Through hand-drawn illustrations, the campaign aims to demonstrate that "deeper exeriences are more interesting and memorable". Symonds Founders Reserve Cider will also host a series of foodie masterclasses which will also reinforce the message of ‘more than your usual’. 

Emma Sherwood-Smith, cider brand director at Heineken, said: “This is an exciting campaign for Symonds as it’s the first ever above-the-line consumer campaign. We will deepen consumers’ understanding of this fantastic cider which is made from 100% British apples at our cider makers in Hereford. 

“With the current success of niche cider on draught and the premium price point that Symonds Founder’s Reserve commands, this presents an excellent profit opportunity for operators.”

Heineken will also be investing to support operators to help drive sales of Symonds Founder’s Reserve Cider at the moment of decision with premium point-of-sales kits, including new glassware, garden umbrellas and quality A-boards.

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