Old Mout launches biggest-ever campaign with WWF

Old Mout Cider WWF packs

Old Mout has launched its biggest-ever campaign, along with limited-edition designs for its range of 10-packs, as the cider brand enters its fourth year in partnership with WWF.

The multi-million-pound campaign runs until 31 July, across TV and social channels. With every limited-edition pack sold, the Heineken brand will donate 50p to WWF to protect the Amazon and support the wildlife charity’s wider conservation work.

Alongside its partnership with WWF, Old Mout is 100% recyclable, vegan friendly, gluten free and made with natural flavours. These credentials particularly appeal to younger shoppers who look to make a positive impact through their lifestyle choices.

Rachel Holms, Heineken UK’s Cider Marketing Director, said: “Since 2019, Old Mout and WWF have been educating the world on the importance of reducing human impact on the environment. The launch of our limited-edition WWF packs will not only raise awareness of our invaluable partnership, but allow consumers to learn more about the work of WWF.”

Commenting on the brand’s marketing activities, Holms added: “This summer, Old Mout will be unmissable as we run the biggest campaign the brand has ever seen – consumers will see our advertising across TV, social media and spend some quality time with us at two festivals with our award-winning Kiwi Camp.”