Old Rosie kicks off summer campaign
Westons Old Rosie is launching its summer campaign along with a refreshed new look to give it better on-shelf standout.
The updated packaging makes more of the Old Rosie logo and the retro steamroller illustration, to reinforce the brand’s heritage and provenance. It will roll out from July and features across the full range in the off-trade (including 50cl bottles and two-litre flagons).
As part of its summer campaign Westons has formed a partnership with iconic and traditional cider and folk band The Wurzels, who are launching a new single which tells the story of the infamous 1921 Aveling and Porter steam roller ‘Old Rosie’, which will be released on 30 June. The brand’s new video also features the iconic engine based at Westons Cider Mill in Much Marcle, Herefordshire.
Westons has used part of the main chorus from the single to form a new national radio campaign, which will air in July and August on Virgin Radi and XFM as well as on regional stations in the key southern counties.
Tim Williams, brand manager for Old Rosie, said: “We are extremely excited to be announcing our raft of summer activity for Old Rosie, the original cloudy cider, with the launch of our new-look packaging, our exclusive partnership with the Wurzels and our national radio campaign.
“We are really pleased with the fresh new design which we are rolling out across the entire range. Old Rosie’s packaging was last updated five years ago so it was about time we gave it a contemporary new look, while at the same time reminding consumers of the brand’s history and heritage, with the increased prominence of the Old Rosie logo and steamroller.
“The Wiuzels are a great fit for Old Rosie with both brands standing for history and heritage and both brands being an integral part of the Great Dorset Steam Fair. The Wurzels have been performing for almost 40 years and have helped the Fair become the largest Steam Fair in the World.
“Likewise, the Old Rosie steam roller has been a permanent fixture at the Fair since its humble beginnings in 1969. It therefore seemed only right that our summer campaign should culminate with the Wurzels performing their new Old Rosie single at the Great Dorset Steam Fair on 25 August.
“Our national radio campaign for Old Rosie will air throughout the summer and is another example of our continued investment into the brand.”