Aston Manor has relaunched its nostalgia-led Crumpton Oaks ‘Happy Applecore’ marketing campaign for summer 2026, following strong performance for the value cider brand.
Running until the end of August, the three-month campaign builds on last year’s activity, using 90s music nostalgia to drive visibility, footfall and cider sales during the key summer trading period. It is expected to reach more than five million core consumers.
The multi-channel push includes video on demand advertising across ITVX, 4 Streaming and YouTube, alongside social media, influencer activity, out-of-home, PR and experiential sampling. A PayPoint promotion is also running, with 10,000 £1 vouchers available throughout June and July.
The campaign is soundtracked by a rave-inspired track created with Happy Hardcore DJ Hixxy and MC Whizzkid, with creative designed to stand out in fixture and keep the brand front of mind.
Crumpton Oaks continues to outperform the wider cider category, delivering 11% volume growth in Impulse and 15% volume growth in the total market.
The activity comes as value cider gains momentum, with shoppers seeking quality products at accessible price points. The brand’s pint can format remains a key driver of sales in convenience.
Emily Seddon, Brand Manager for Aston Manor, said: “We saw a fantastic response to last year’s campaign from both shoppers and retailers.
“The campaign gives Crumpton Oaks real standout in a crowded category. It’s fun, distinctive and taps into the continued consumer appetite for nostalgia-led experiences, while reinforcing the brand’s strong value credentials.
“As shoppers continue to look for affordable ways to socialise at home, we know retailers are looking for brands that genuinely drive rate of sale and bring energy into the category. Crumpton Oaks is doing exactly that. Our unique pint can format continues to resonate strongly with shoppers looking for accessible refreshment and trusted value, helping retailers drive strong sales throughout key summer occasions.”
