Premium cider brand Scrumpy Jack is urging drinkers to “Bring the Country Back” in a press, radio and outdoor campaign in London and the South-east.
The campaign, created by Leo Burnett, invites consumers to apply by text message to download one of three countryside ring-tones – the sound of a babbling brook, a cuckoo song or the bleating of sheep.
The promotion is aimed at professionals in their 30s and 40s who idealise the country lifestyle. Scrumpy Jack brand manager Graham Scobie says: “The campaign is designed to amplify the benefits of country life versus living in the city, and to tap into consumers’ psyche, particularly on occasions like the homeward commute and the build-up to the weekend.”
Planning and buying for the campaign is through Starcom MediaVest. The campaign will appear in the Evening Standard, on 11 radio stations in the London, Meridian and Anglia regions and on Transvision large-screen sites at mainline London rail stations throughout August and September.