Lion’s 5 Seeds invites cider lovers into its orchard in a new integrated creative campaign via BMF

5 Seeds has launched a new cinema, digital and outdoor campaign, which brings to life the imaginative process behind creating one of Australia’s favourite range of ciders via Lion and BMF.

The new ad reveals the unique world of “The 5 Seeds Orchard” a place, two degrees from normal, where an unconventional and playful approach is used to transform the business of cider making into something fresh and interesting.

WATCH THE FILM ON FACEBOOK

In this campaign we are introduced to Herbert, the new orchard manager, the team he has hired to work there, and their unconventional approach to cider making. Their methods may be far from ordinary, but that’s just fine; 5 Seeds is not your ordinary cider.

The campaign, contrasts against the pastoral images cider normally sparks – orchards of apple trees flourishing on idyllic hilltops where the sun shines 365 days a year. It’s all very nice and predictable. 5 Seeds however, is not that kind of cider.

John Green – Lion innovation director, believes this new creative is an exciting step for the 5 Seeds brand and will be well received by drinkers.

Says Green: “In 2009, 5 Seeds revolutionised cider in Australia and we are keen to keep building on the unexpected approach that our consumers enjoy, and have come to expect, from the brand. The creative present 5 Seeds as an unconventional cider with a fresh perspective that pushes and plays with conventions – all in the pursuit of the perfect cider that we know our drinkers love.”

This campaign welcomes you to the 5 Seeds Orchard – where the botanists are gnomes, their new apple press is a super strong Russian shot put champion, and their head of digital marketing is a cat with a wandering eye….obviously. It plays on the quirkiness of the brand, and creates an eccentric commercial that is in line with previous 5 Seeds campaigns, building on the concept that 5 Seeds cider is not your ordinary cider.

The Advertisement premieres on the 5 Seeds Facebook page today ahead of launching nationwide in cinemas on Thursday December 19, during the launch of Anchorman 2.

The campaign will be supported by integrated outdoor, digital, PR and in-store activity that sheds more light on the workings and characters of the 5 Seeds Orchard, and further brings to life their unconventional approach to cider making, obsession with quality, and ongoing and relentless focus on the creation of the perfect ciders.

ATL – BMF

Media – ZenithOptimedia