Execution

We needed New Zealanders to know that Monteith’s cider is made using fresh fruit, not concentrated fruit syrup. So we slipped real twigs from Monteith’s orchards into boxes of Crushed Apple cider and Crushed Pear cider before they were distributed to liquor stores and supermarkets throughout the country. After two weeks, and with public interest at its peak, an apology for the stray twigs was published in the country’s biggest newspaper. Apologies also appeared in the form of patched billboards, online banners and on-pack stickers. Every apology became the perfect platform to spread our simple message: the fruit in Monteith’s cider comes from a tree, not out of a can.