C&C has lined up a new advertising campaign in the UK for its Irish premium cider brand Magners.

In order to coincide with the Rugby World Cup, the ad - called Orchard Charge - has a rugby theme, depicting Magners workers playing rugby in its orchards in County Tipperary. The ad, which will run during the autumn, features actual Magners employees and players from the local rugby club, the company said yesterday (11 September).

The campaign will run nationally across the ITV network during the Rugby World Cup, and will be supported by online advertising, using national newspaper websites, as well as outdoor posters in Wales and Scotland.

"This campaign builds on Magners' strong association with rugby at a key time of year for the sport," said Maurice Breen, marketing director for Bulmers and Magners at C&C. "We have invested substantially in rugby both with individual teams and through the Magners League, so this new advertising campaign has a synergy with our commitment to the sport as well as the busy autumn rugby calendar."