Strongbow’s Herefordshire roots and bittersweet nature are given a starring role in the cider brand’s latest TV advertisement which pays homage to the farmers who grow the one billion British cider apples needed each year.
The 40 second ad, created by St Luke’s, is the first time Strongbow has communicated its cider making and quality credentials in a campaign. Airing nationally from Friday 4 July, the creative uses time-lapse photography and a split-screen visual to recreate the Strongbow journey from Orchard to pub garden.
The brackets ‘Bitter’ and ‘Sweet’ relate to the cider making process with the ad opening on the Bitter half of the screen showing an apple farmer inspecting the shoots of tree saplings as he struggles through thick winter snow. In contrast the Sweet side sweeps over a lush green landscape on a glorious summer’s day, closing in the on the same farmer as he strolls in the afternoon sunshine admiring his healthy bittersweet apple trees.
“By combining the best of traditional methods with modern equipment, we can deliver a beautifully balanced cider with the right amount of bite; and on an epic scale. We’re proud of Strongbow and how we make it; and Bittersweet simply underlines this pride,” remarked Michael Gillane, cider brand director at Heineken, owner of the Strongbow brand.
As the ad unfolds the creative highlights the vagaries of nature and the dedication Strongbow’s apple farmers put in to meet the challenge of growing one billion British cider apples.
Al Young, executive creative director at St Luke’s, added: “We’ve all seen cider ads with apple picking in glorious sunshine. The Bitter Sweet concept allows us to dramatise the tough, relentless side of maintaining the UK’s best orchards 365 days a year.”
The ad ends on a glass of Strongbow on an outside table, as the two iconic Strongbow arrows ‘thunk’ into the top of the table.