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Ecusson
Écusson is a French cider brand, distributed in supermarkets, with production based in Normandy. In 2019, the brand decided to convert all its products to organic.
Expertises
Activation Influence Media buyingInfluencer campaigns and a media partnership with 750g
ODW agency was tasked with promoting Écusson ciders through influencer campaigns and an activation campaign for Epiphany, the most important annual occasion for cider consumption. The goal was to highlight the brand’s organic range and its commitment to being made in France.
To meet ambitious visibility and messaging objectives, ODW developed a media and editorial partnership with 750g and 750 Green, a new platform dedicated to organic content, specifically for Epiphany. Custom content was produced around Écusson ciders, including:
- A unique savory galette des rois recipe featuring pumpkin, fresh goat cheese, and honey, perfectly paired with Écusson Rosé Cider. This recipe was shared both as a video and an article on Epiphany day across the websites and social channels of 750g, 750 Green, and 750g Gâteaux.
- An article published on 750 Green highlighting the brand’s values, commitments, and its transition to organic production.
A media plan across the 750g ecosystem to support this key moment
Alongside the custom content, a tailored media plan was designed across the 750g ecosystem to support this key brand moment and maximize the campaign’s impact:
- A dedicated newsletter sent to 150,000 subscribers of the 750g newsletter.
- Homepage takeovers on 750g and 750 Green for three weeks.
- Display advertising across the 750g ecosystem.
- Paid media support for the posts shared on the social media channels of both 750g and Écusson.
Influence campaigns
ODW also implemented various influencer campaigns throughout the year to boost Écusson’s brand awareness and highlight food and cider pairings. Among these initiatives, the agency coordinated a “Battle of the Regions” with five influencers, aiming to pair Écusson cider with iconic dishes from different French regions. The content was shared on Instagram and Pinterest.
