thatchers cider bottles

Thatchers Cider is launching a new TV campaign filmed in and around the company’s cider mill at Myrtle Farm in Somerset.

Sixty-second commercial Time Stops focuses on 12.30pm on a Friday, when Thatchers’ cidermakers taste their next vat of cider to determine its quality.

The ad debuted during Coronation Street on Friday 7 August and will run until the end of September on ITV, Channel 4, Channel 5 and digital channels. Thatchers said it expected 32 million adults to see the advert at least three times. It is also being shown in cinemas in the South West, Midlands, South Wales, Lancashire and Tyne Tees regions for four weeks from mid-August, where it will be seen by 3.4 million filmgoers.

“The film opens on a picturesque sunlit Somerset landscape, taking the viewer on a journey around the local Myrtle Farm community, through the farm gates, towards the 150-year-old cider vats, just as the tasting begins,” said marketing director Yvonne Flannery. “The degree of slow-motion increases the closer we get to the point of tasting, amplifying the sense of anticipation and drawing the audience into the story as it unfolds.

“Simple, everyday scenes have been shot in a beautiful cinematic way, giving the film a charm, honesty and naturalism to reflect what life here at Thatchers is all about.”

Thatchers MD Martin Thatcher said the Friday tasting had become a “legendary” part of the company’s production process. “This new commercial is explaining why we take our tastings so seriously - really focussing on our values, the authenticity of our brand, and our dedication to the art of cidermaking, great taste and perfection,” he said.

Off-trade sales of Thatchers Gold are up 34% to £18.9m [Nielsen 52 w/e 25 April 2015] - while in the on trade, where it is the number two draught cider, they are up 18% [CGA Brand Index 18 April 2015].