New ATL campaign showcases craft behind Bulmers Original Irish Cider
Creative campaign ‘When Time Bears Fruit; The Alchemy of the Orchard’ celebrates the virtue of patience
Print28 June 2021
As pubs begin opening their doors and welcoming back visitors, it’s as good a time as any to reflect on the virtue of patience and the art of biding your time; something Bulmers’ new ATL campaign ‘When Time Bears Fruit’ champions.
Launching to coincide with the reopening of pubs is Bulmers’ new campaign which will include digital, TV and OOH, and sees a five-fold increase in spend. It will also be supported in on-trade, forming part of a major programme of support for the pub and hospitality industry by Bulmers Ireland.
Filmed and produced in Bulmers’ own orchards in Clonmel, Co. Tipperary, the campaign celebrates the moment when time bears fruit, the 18-month production process in creating Bulmers Irish Cider.
Karl Donnelly, marketing director at Bulmers Ireland said: “We’ve all had a reality check over the last while and perspective on what really matters has undoubtedly been gained. However, people’s livelihoods and businesses matter too and it’s great to see reopening progressing. Socially our pubs have always been important and perhaps taken for granted at times.
“I’m really proud of the new campaign,” continued Donnelly. “It’s a credit to all involved in its conception and execution. It’s exciting times for the brand. We will host consumers and the trade in the Bulmers Orchard for an amazing glamping experience and we have great plans later in the summer to support Ireland’s bee population, without whom we couldn’t possibly do what we do.”
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