Sustained brand marketing grew family-owned Thatchers into the UK's number one retail cider.
Divided into three chapters, this case describes the role of brand marketing in the growth of family-owned Thatchers from a small cider producer to the number one cider in the UK retail ‘off trade’.
Using an agricultural framework of selecting, spreading and feeding and harvesting, different stages of brand growth between 2009 and 2025. are described. Investment is put behind campaigns and media plans, culminating in executions from Aardman Animations which celebrate the family’s approach to cider-making.
Evidence presented for the effectiveness of Thatchers’ marketing includes sustained growth in its revenue and market share, and consistently premium pricing.