Cider brand Aspall appoints J. Walter Thompson ahead of expansion plans

Aspall: hires J. Walter Thompson
Aspall: hires J. Walter Thompson

Cider brand Aspall has appointed J. Walter Thompson London to be its first ad agency ahead of expansion plans.

The family-owned brand, which has a media budget of £2m, wants to expand its presence in the cider category and boost its profile.

It has asked the agency to create new positioning and a brand platform for the business across multiple channels, to help build brand equity.

Des Smith, Aspall’s chief executive, said: "We are delighted to be partnering with JWT London. We believe they have the experience, skills and outlook to be able to grow our business in the ambitious ways that we want it to grow. We are very much looking forward to developing some exciting and effective work with them."

Aspall sees the current fashion for craft beer as a significant opportunity for artisan cider makers. At the end of last year, the company extended its relationship with HSBC, securing a £1.5m inventory finance facility from the bank. It will use this to fund inhouse innovations to help increase the amount of product it produces, as well as consider possible acquisitions.

James Whitehead, the chief executive of JWT London, said: "We are delighted to be working with Aspall. They are an elegant blend of family tradition, artisanal skills and cutting edge innovation. We believe that our approach to placing brands at the centre of culture is a good fit for what is an exciting category."

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