Cider brand Bulmers has launched its first TV campaign in four years, with three adverts on Channel 4 that celebrate the best of British culture.
Set at a rural summer fayre, comedian Jessica Knappett – star of sitcom Drifters – gets under the skin of the characters that fuel Britain’s sense of togetherness while embracing the diversity of the nation’s people, passions, cuisines and creativity.
Emma Sherwood-Smith, Cider Director at Bulmers owners Heineken, said: “Britishness is about the variety and vibrancy of our country’s culture, our diversity, what we make, what we eat, what we drink, what we enjoy doing. This is a positive celebration of modern ‘Britishness’ which is bursting with variety.
“For Bulmers, a cider that has 130 years of cider making experience behind it, the Channel 4 campaign reinforces its British credentials – thousands of acres of orchards in Herefordshire growing apple varieties that we’ve cultivated together with our growers. It’s this sense of togetherness, from our growers to our cider makers, through to the people who enjoy a bottle, that fuels Bulmers’ distinctive point of view that it takes all sorts to make Britain great.”
The three adverts air across Channel 4’s peak time schedule as well on All 4 and social.
Bulmers has also refined the recipe for its Original variant. The new and improved cider now contains more apples with no artificial sweeteners, colours or flavourings.