Westons is launching "Living Orchards", a £300,000 consumer campaign, this month (June) to support the company's bestselling Premium Organic range. Considering it their most innovative promotion yet, the Herefordshire cider maker has joined forces with The Wildlife Trusts to create an opportunity for consumers to grow their own virtual apple tree on a dedicated micro site, http://www.livingorchards.com/ , win a picnic bench, redeem apples for gifts or donate to The Wildlife Trusts.
Consumers buying bottles of Westons Premium Organic Cider and Westons Premium Organic Pear Cider enter a promotional code from the bottle tops into the website, choose an apple tree from the virtual orchard and watch it grow each time they enter a new code. As the number of apples on the tree increases, the consumer can exchange them for gifts and enter a monthly free prize draw to win a picnic bench. Alternatively the apples can be donated to raise money for The Wildlife Trusts or provide traditional apple trees for community orchards.
The idea came to Westons when they decided to plant 50 acres of their own orchards in a ground breaking way that they hope will balance their commercial needs with sustainable orcharding to encourage flora and fauna.
The Wildlife Trusts are working closely with Westons, advising on the planting of the orchards in order to enhance biodiversity and will be monitoring the benefits of the habitat created for the wildlife. The results will be shared with other cider makers and commercial growers.
Roger Jackson, Commercial Director for Westons, commented: "This campaign, which will run for ten months, has been designed to raise the profile of the Westons Premium Organic Cider range and to support our trade customers. At the same time it represents a unique opportunity to raise awareness of The Wildlife Trusts' and its work."
The campaign commences on 15th June and ends at the end of February 2010, although consumers will be able to redeem their apples until the end of March.
The website will also provide more information about the project and visitors will be able to check on progress in the orchards as they develop and grow.
ENDS