Scrumpy Jack launches rural-themed campaign

Scrumpy Jack: Scrumpyshire campaign
Scrumpy Jack: Scrumpyshire campaign

LONDON - Heineken-owned cider brand Scrumpy Jack is launching its biggest marketing campaign for several years, targeting consumers seeking the relaxation of the countryside.

The campaign, by agency Steam UK, centres around www.scrumpyshire.co.uk, a new site about the fictional county of Scrumpyshire. The site hosts tongue-in-cheek stories, comical classified ads, puzzles and games for users to engage with.

The activity will be supported with national print ads, outdoor activity, and a partnership with Guardian.co.uk. The brand is also offering consumers the chance to "experience Scrumpyshire" by winning a week's break in a cottage in Herefordshire.

John Edwards, marketing director at Jygsaw Brands, said: "We wanted a big idea campaign that brought to life the provenance and the equity of the brand with a touch of quirky English humour and we feel this campaign delivers just that."

Scrumpy Jack, which was re-launched last year, has previously engaged in high-profile sponsorship deals with the England cricket and rugby teams.

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