As part of a three-year business plan, Westons Cider has selected Valassis Ltd to provide coupon and voucher services to support its ongoing marketing and advertising campaigns.

The coupons from Valassis will serve as a call to action for consumers sampling and reading about the cider to buy the product. The coupons will be distributed in a variety of ways, including at some of the UK’s biggest food festivals and other events, and inside consumer magazines.

Ian Lewis, head of marketing at Westons Cider, says, “As a brand, we have built our reputation on quality and we generally get a great reaction from our sampling events. However, the key challenge is getting people to keep buying the product. Coupons will play a major role in our business by turning our marketing and advertising campaigns into a call to action that we can measure.”