Heineken’s cider brand Orchard Thieves has launched a new iteration of its ‘Follow The Fox’ campaign that has a major focus on WhatsApp.

The campaign has been devised by creative agency Thinkhouse. Dave Byrne, head of creative, said the cider brand “has always lived on the edge of urban culture”.

“In 2022 Follow The Fox is delivered through a bold, colourful urban identity and tone. Socialising starts with the small screen, and everyone knows that the best nights out start with a WhatsApp,” Byrne added.

The dedicated WhatsApp hotline (083 206 6187), which features on the brand’s out of home and social ads, gives consumers first access to a variety of  brand experiences and events throughout the year.

“As a brand whose DNA is rooted in spontaneous discovery, we’re here for Orchard Thieves fans to live in the moment this summer and say yes and embrace the exciting unknown. This is why we adopted a new, innovative approach to our creative comms for 2022.” said Heineken’s Paula Conlon.

In Association with

Engagement for the campaign will also include digital and social platforms, including Tinder. There will also be brand amplification in other media.

Caoimhe Henderson, brand manager at Heineken, said: “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.”