HEINEKEN UK is launching a high impact Strongbow campaign, ‘Refreshing the Nation’, rolling out from now until 31st July 2026 across TV, out of home and digital. The campaign aims to drive cultural relevance through celebrating real people and those hard-earned moments of refreshment.
Built around a single idea, ‘Refreshing the Nation,’ the campaign is positioned as “a love letter to the British language”, leveraging that the first sip of Strongbow comes with a different word of satisfaction depending on where you are in the country. The outdoor campaign will see over 50 distinct poster executions go live simultaneously in specific regional locations across the UK, each with an iconic phrase from the area.
Strongbow remains the UK’s number one cider[1], with over 60 years of heritage and a loyal consumer base. Within the Strongbow portfolio, Strongbow Original delivers north of £125m[2] value sales annually, driven by an incredibly loyal consumer base and highest repeat rate of any cider in the category[3]. Strongbow Dark Fruit holds a 48%[4] value share of the flavoured cider category, second to Strongbow Original in the portfolio, whilst Strongbow Strawberry, the newest edition to the Strongbow portfolio, launched in June 2024, has claimed a 0.6%[5] value share of the category. This latest campaign is set to keep the brand front of mind and further position Strongbow as the cider brand of choice.
Max Wainwright, Cider Brand Director at HEINEKEN UK says: ““This latest campaign is about recementing our position as a British cultural icon with a love letter to British language.
“Celebrating the richness of real Britain today, it puts everyday moments and genuine character back at the heart of the story in a way we haven’t seen for a long time.
“Our aim is to help retailers unlock growth opportunities and we’re confident that this campaign will resonate with shoppers across the country and drive footfall into stores”.
Launching from May – July, the campaign includes a competition mechanic for shoppers to buy Strongbow and scan to be in with a chance to win Strongbow sliders, with thousands of pairs to be won. Retailers can buy activation packs from participating wholesalers – Unitas and Bestway. Also featuring in the ‘Refreshing the Nation’ campaign is updated Strongbow packaging, dialling up refreshment cues and bringing bold fruit depictions to the forefront, ensuring the brand stands out on shelf this summer.
Retailers can find out more about how to maximise their cider category sales by visiting HEINEKEN UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is an acclaimed, industry-acknowledged loyalty scheme providing beer and cider category guidance tailored for convenience stores. The scheme encourages the development of a profitable and trending beer and cider range and offers rewards which increase based on their level of participation.
Comments are closed.