Magners wanted to break away from a crisp summer beverage. They wanted to show that cider is a drink to be appreciated all year round.
This challenge was received in September with assets expected to be live in November.
Plan it.
The approach was simple.
Use a mix of family and friendship moments wrapped under winter occasions. Also, create a series of winter serves that uses the cider in a variety of festive ways.
The winter serves took a social media tutorial approach, using recipes Magner’s followers could share and create themselves.
And the winter occasions were driven by warmth and happiness, cementing the new product positioning.
Shoot it.
With the plan in place, a shoot location was booked for 2 nights and models were used to capture the content. Matt was shoot director, producer, videographer and photographer. Directing, lighting and styling each scene, he captured it all.
Make it.
In exactly one month from creative pitch to delivery, Matt and his team created 131 assets including 40 videos, to be shared over an eight-week period. It was utilised across Magners’ social media and complimented with advertorial content including BBC Good Food and Sainsbury’s Food magazine.
