The bucolic charms of Thatchers' cider-making heritage are brought to the small screen for the first time in the debut TV campaign for the company.

With the strap 'People Who Care About Cider', the push will focus on flagship brand Thatchers Gold and the century-old history of the Somerset cidermaker. It will run on ITV1 West and ITV1 Central South for five weeks in May and again in July.

"Through this campaign we are looking to focus on the values that make Thatchers unique family, heritage, history and expertise," said MD Martin Thatcher.