Bulmers cider will be putting apple trees at the heart of digital activity centred on ‘yarn-bombing’ for a new winter campaign.
As part of the cider’s #LiveColourful campaign, Bulmers will be teaming up with street artist group, Knit the City, to create bespoke pieces of knitted decorations for its apple trees based on social media users’ responses.
The campaign will drive the use of Bulmers’ #livecolourful hashtag while positioning the cider as a drink for winter months. By featuring Bulmers’ apple trees, it also reminds consumers of the heritage and history of making Bulmers ciders in Herefordshire.
Bulmers will give Twitter users the chance to have their handle knitted by a team of yarn-bombers, and at the end of the activity, these will be knitted together to create multi-coloured ‘tree cosies’ for the trees.
The cider brand will also encourage its Instagram, Twitter and Facebook communities to share their own colourful yarn bombs, and be in with a chance of winning colourful prizes.
Emma Sherwood-Smith, cider director at brand owners, Heineken, said: “#LiveColourful is the heartbeat of all Bulmers cider activity, and this digital campaign provides a great opportunity to unite our Bulmers community together with a vibrant challenge which links perfectly back to our most important ingredient – apples!
“Yarn bombing is colourful and creative, and fits perfectly with Bulmers’ #livecolourful positioning. We tapped into the trend to create content on social media that reinforces Bulmers as the number one cider drink to enjoy this winter.”
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