We created an on-trade focused activity that supports the brand campaign to share with pubs around the country.

We instigated a nationwide search for pub gardens in dire need of makeovers and invited them to enter a competition to win a Made in the Dark Cider Garden transformation.

This would happen overnight. In the dark.

This activity was in partnership with the trade journal, The Publican’s Morning Advertiser, and supported by online advertising and entry mechanic.

30 pubs were chosen to get the overnight treatment, creating a relaxed, natural environment with an orchard feel, using wooden crates and hanging chairs.

This intriguing activation was very well received by both consumers and trade and raised the summer profile of Magners.

In one of the worst summers in British history, this intriguing activation was very well received by both consumers and trade and raised the summer profile of Magners:

- participating outlets reported a 3-8% year on year uplift in Magners sales.

- anecdotal feedback indicated cider garden footfall increased by 100% on good weather days.

- the cider gardens drove trade engagement, with Magners' customer satisfaction scores increasing in every category.

Good things can happen in the dark.