Orchard Thieves has landed loud and proud with its Summer ‘22 Follow The Fox campaign. Given its position as the most loved cider brand for 18-34-year olds, Follow The Fox is a major digital-first campaign - rooted in fresh, modern, socialising occasions and embracing playful adventure right now, in the moment.

“As a brand whose DNA is rooted in spontaneous discovery, we’re here for Orchard Thieves fans to live in the moment this Summer; say ‘yes’ and embrace the exciting unknown. This is why we adopted a new, innovative approach to our creative comms for 2022.” said Paula Conlon, Head of Flavoured Alcoholic Beverages (FABs) & Stout Portfolio at Heineken Ireland.

Developed by Thinkhouse, the brand’s new creative campaign ‘Follow the Fox’ starts from the digital screens of the cider-drinker, and works outwards - with WhatsApp playing a central role in the brand’s plan for the first time ever. The activations are digital and mobile native, amplified at multiple touchpoints. The brand’s newly refreshed identity combines the urban aesthetic of street art and club culture with graphic elements to complement the brand’s TVC.

Dave Byrne, Head of Creative, Thinkhouse said; “Orchard Thieves has always lived on the edge of urban culture, and in 2022 “Follow The Fox” is delivered through a bold, colourful urban identity and tone - encapsulating that playful sense of adventure and fun that Orchard Thieves is famous for. It’s 2022, socialising starts with the small screen. Everyone knows that the best nights out start with a WhatsApp..”

Thinkhouse, Honey & Buzz and Redstar (part of Dentsu Ireland) worked in partnership with the Orchard Thieves’ brand team (part of Heineken Ireland) to deliver Orchard Thieves energetic, fun and innovative personality. Engagement for Orchard Thieves’ ‘Follow the Fox’ will focus around OLV, Digital and Social platforms (including WhatsApp and Tinder) as well as key experiential and PR activities. There is also strong brand amplification across TV, Display, OOH, DOOH, Focal Media throughout the Summer.

The campaign’s WhatsApp (Dubbed ‘FoxApp’ by the campaign’s creator!) brings fans closer to the fox than ever before. The dedicated WhatsApp hotline, which features on the brand’s out of home and social ads, gives curious consumers first access to a variety of exciting brand experiences and events throughout the year. FoxApp kicked off on the May Bank Holiday weekend and the hotline - a summer-long, pulsing, consumer-engagement mechanic - rewards those who are curious enough to Follow The Fox.

Tickets to summer’s hottest gigs, elevated experiences at Electric Picnic and guestlist passes forthe Fox’s Den (a brand event where Orchard Thieves brings some of the country's most exciting cultural tastemakers together for a one-off, immersive experience) are all up-for-grabs throughout the summer months via this innovative, frictionless mechanic.

To dramatise the campaign and bring it to life in culture, Darren Conway and Joe McGucken, Stars of RTÉ sketch series Darren & Joe’s Free Gaff and comedy podcast Stall It, were recruited to create the hilarious retro-infomercial advertising the WhatsApp hotline. The beloved duo even hijacked the hotline for two hours on launch day to surprise and delight fans with personalised videos, voice notes and prize giveaways.

“WhatsApp allows for a rare level of one-on-one user interaction and brand familiarity which would be difficult to otherwise achieve through traditional advertising. Fans are engaging in their thousands, referring to the brand as “pal”, “buddy”, “legend” etc. suggesting extremely positive sentiment and brand closeness already, just as we launch. We’re always excited to embrace innovative, new ways to connect with, entertain and reward our fans.” said Caoimhe Henderson, Senior Brand Manager, Heineken Ireland.

The summer has just begun and Orchard Thieves will present lots more opportunities for fans to embrace the exciting unknown and #FollowTheFox.