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29 June 2018

The Herefordshire-made cider, famous for the variety of British apples that go into every bottle, is celebrating the very best of British culture – embracing the diversity of people, passions, cuisines and creativity that make Britain so, well, “British.”

Set at a rural summer fayre, comedian and Channel 4 talent Jessica Knappett (Drifters), gets under the skin of the wonderful characters that fuel Britain’s sense of togetherness. A 60-second advert and three 30 second ads complement Channel 4’s public service remit to represent a diverse range of voices from across the UK, binding the collaboration between two of Britain’s most famous brands.

Emma Sherwood-Smith, cider director at Bulmers owners HEINEKEN says: “Britishness is about the variety and vibrancy of our country’s culture, our diversity, what we make, what we eat, what we drink, what we enjoy doing. This is a positive celebration of modern “Britishness” which is bursting with variety.

“For Bulmers, a cider that has 130 years of cider making experience behind it, the Channel 4 campaign reinforces its British credentials – thousands of acres of orchards in Herefordshire growing apple varieties that we’ve cultivated together with our growers. It’s this sense of togetherness, from our growers to our cider makers, through to the people who enjoy a bottle, that fuels Bulmers’ distinctive point of view that it takes all sorts to make Britain great.”

Pete Clarke, Agency Principal, Channel 4 says: “This entertaining campaign with Bulmers supports Channel 4’s commitment to celebrating the diversity of Britain beyond programming and into the ad breaks.”

In keeping with Bulmers’ history of striving for the very best quality, the cider makers have developed a refined recipe for Bulmers Original. The new and improved cider now contains even more apples, natural sweetness only from apples with no artificial sweeteners, colours or flavourings. Sherwood-Smith adds: “Just as our founders Fred and Percy strived for excellence, we continue to constantly improve the Bulmers recipe to make sure it’s packed with a variety of British apples. This campaign with Channel 4 airs as the new recipe hits the shelves.”

The bespoke campaign was developed through 4Sales’ creative arm PL4Y in collaboration with The Outfit. 4Sales and Bulmers’ media agency Starcom are responsible for brokering the partnership.

The three adverts air across Channel 4’s peak time schedule as well on All 4 and social.