Bulmers drops the yarn bomb

THE firm behind Bulmers cider is engaged in a “yarn-bombing” campaign on social media aimed at positioning cider as a winter serve.
Part of the brand’s ongoing #LiveColourful campaign, the activity has seen street artist group Knit the City team up with Bulmers to create bespoke knitted decorations for the brand’s apple trees based on social media responses.
Selected Twitter users who tweet the Bulmers hashtag will also have their username placed on a tree.
Emma Sherwood-Smith, cider director at Heineken, the firm behind Bulmers, said the campaign, “provides a great opportunity to unite our Bulmers community together with a vibrant challenge which links perfectly back to our most important ingredient – apples”.