Going the Extra ‘Inch’: Aligning Sustainable Cider with Open Media’s Renewable Energy Pack

Summer has well and truly arrived, the warmer weather and longer days are here and with this, sales of cider are expected to rise by approximately 16% from June to September. As people flock to beer gardens and plan BBQ’s in their home, alcohol consumption rises by an estimated 27%, and around 40% of adults tie their summer drinking to outdoor social events. 

 

This summer, cider brand, Inch’s, utilised our Renewable Energy Pack to promote their latest campaign, which depicts how the drink embodies the summer months by being ‘Golden Hour in a pint glass’ as well as ‘the official drink of sitting on some grass’, showing how Inch’s can be enjoyed both at the pub, at home or on the go. 

 

Inch’s are known in the market for their sustainable production, meaning their cider mill operated on a zero-waste-to-landfill model, where all apple pulp waste generated is converted entirely into biofuel and green energy. The brand also prioritises sustainability through local sourcing, with apples used in production being 100% British and grown or sourced within 40 miles of the cider mill in Herefordshire. 

 

Due to the sustainability-focused nature of the Inch’s brand, our Renewable Energy Pack was the perfect fit to deliver its newest summer campaign. The Renewable Energy Pack is a handpicked selection of Open Media’s LFD sites which solely run on renewable energy. Vital for mitigating climate change, reducing air pollution and establishing long-term energy dependence, renewable energy harnesses inexhaustible natural resources such as wind, sunlight and water, to ensure sustainable global development as well as protect finite ecosystems. The campaign itself was briefed as using 100% renewable energy across Inch’s OOH element, meaning the pack was simply the perfect fit. On top of this, Open also delivered a carbon calculator report to the brand as well as offsetting any in-flight emission used. 

 

‘Open Media was a natural fit for this campaign as their B Corp certification and sustainability initiatives, such as the Renewable Energy Network and Power Down scheme, align with Inch’s values so well.’ – Eleanor Stokes, Client Director at Dentsu

 

“The Renewable Energy Pack is ideal for purpose-driven brands, regardless of whether their campaign messaging explicitly focuses on sustainability. By combining renewable energy with engaged, eco-conscious audiences, we have aligned our values with Inch’s to deliver an outstanding campaign and a successful partnership.” – Helena Houghton-Casella, Impact Manager at Open Media

 

At Open Media, our impact on the planet is something we take very seriously and are continually looking for ways in which we can improve in this area of the business. Being the first B Corp certified outdoor media owner in the UK and Europe, brands who have sustainability as their focus, such as Inch’s, are a tailor made partnership for us, and the exact kind of partners who we created the Renewable Energy Pack for. 

 

For more information on our sustainability initiatives or how the Renewable Energy Pack may work for your brand, please contact helena@openmedia.uk.com

 

Source: Inches, Wholesalemanager.co.uk, Sandford Orchard, Opinium