South African cider Savanna is to launch a prime-time TV and radio push this Easter.

It is keeping details of the TV ad under wraps but said the campaign would be aimed at 20 to 34-year-olds. It airs until July on channels including ITV2 and Channel 4 and will be supported by radio ads on Kiss100.

“Our activity will deliver a step change in our UK profile and sales,” said Anthony Mills, head of European marketing for Savanna.

Savanna is distributed in the UK by Babco UK.