Irish cider workers star in Magners campaign

by Gemma Charles Marketing 16-May-08, 15:44

LONDON - The new Magners campaign will focus on the brand's workers in a bid to highlight its Irish heritage.

'Orchard Workers' spans outdoor, radio and press advertisements and reveals the tales and experiences of two lifelong friends and colleagues through their time working in the Magners orchards and vathouse.

In the ads master cider maker Michael O'Donnell and head orchard keeper Thomas White, who have a combined experience of 80 years, provide insights into their working lives and the heritage of the Magners brand.

A two-week 'platform domination' campaign has been scheduled at Oxford Circus and Angel tube stations, while the radio will air on Virgin Radio throughout the May Bank Holiday weekend, with a strong presence on Bank Holiday Monday, when Magners will own all the channel's promotional space. The campaign was created by Young Euro RSCG with media handled by MPG.

Scott Fairbairn, marketing manager at Magners, said: 'This campaign sees the brand celebrating its heritage and tradition. It's all about the faces and characters behind-the-scenes, who have witnessed the evolution of the Magners brand and have some truly enlightening stories to share.'