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Bulmers enlists ‘yarn bombers’ in new #Livecolourful winter campaign

Tuesday December 16, 2014 at 7:49pm
Bulmers cider will be putting ‘tree cosies’ round apple trees as part of its new #Livecolourful winter campaign. The Heineken-owned cider brand has teamed up with guerrilla street artist group, Knit the City, to create bespoke pieces of knitted decorations for its apple trees, based on social media users’ responses. Knit the City specialise in ‘yarn bombing’, knitting items of clothing for parts of the urban environment, like benches and parking meters. Bulmers will give Twitter users the chance to have their handle knitted by a team of yarn-bombers. At the end of the activity, these will be knitted together to create multi-coloured ‘tree cosies’ for the trees. The cider brand will also encourage its Instagram, Twitter and Facebook communities to participate. Bulmers is asking fans to share their own colourful yarn bombs uysing the hashtag #livecolourful hashtag to be in with a chance of winning colourful prizes. Emma Sherwood-Smith, cider director at brand owners, Heineken, says: “Yarn bombing is colourful and creative, and fits perfectly with Bulmers’ #livecolourful positioning. We tapped into the trend to create content on social media that reinforces Bulmers as the number one cider drink to enjoy this winter.” By featuring Bulmers’ apple trees, it also reminds consumers of the long heritage and proud history of making Bulmers ciders in Herefordshire.
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