Aston Manor is bringing back its nostalgia-led Crumpton Oaks marketing campaign this summer after the brand cemented its position as the UK’s number one value cider brand[1].
Returning for 2026, the ‘Happy Applecore’ campaign builds on the success of last year’s activity and once again sees Crumpton Oaks tap into 90s music nostalgia with a high-energy creative campaign designed to drive visibility, footfall and cider sales throughout the key summer trading period.
The three month campaign launches 1 June and is expected to reach over 5 million core consumers.
The multi-channel campaign includes video-on-demand advertising on ITVx, 4 Streaming and YouTube, a social media campaign, influencer activity, out-of-home advertising, PR and experiential sampling designed to put Crumpton Oaks directly into shoppers’ hands. The brand is also running a PayPoint campaign giving away 10,000 £1 vouchers throughout June and July.
The return of the campaign comes as Crumpton Oaks continues to outperform the wider cider category. The brand is currently delivering +24% volume growth in Grocery MAT[2] and +15% volume growth in total market[3].
Soundtracked by an original rave-inspired track created in collaboration with legendary Happy Hardcore DJ Hixxy and MC Whizzkid, the campaign leans heavily into the energy and nostalgia of 90s dance culture. The upbeat creative is designed to help Crumpton Oaks stand out in fixture and stay front of mind with shoppers throughout the key summer sales period.
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.”
The campaign lands as value cider continues to gain momentum with shoppers looking for quality products at accessible price points. Aston Manor says the brand’s performance demonstrates how value products with strong branding and clear positioning are continuing to win share.
[1]Nielson, Cider, GB Total Coverage, Value Segment, Volume, Last 4wks and 12wks to 21/03/2026
[2]Nielson, Cider, GB Grocery Multiples, Value Segment, Volume, MAT to 21/03/2026
[3]Nielson, Cider, GB Total Coverage, Volume, Last 52wks to 21 March 2026
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