Heineken UK brand Inch’s Cider is aiming to prove that locally sourced ingedients ultimately taste better in a new influencer-led campaign, championing sustainability and local businesses.
As part of the initiative, food influencers, including Big Has, Alfie Cooks and Hey Renu, will show off a set of locally sourced recipes featuring the cider.
The chefs, who all hail from Jungle Creations’ brand Twisted, are challenged to make a meal using local ingredients, sourced from within 40 miles of the Hereford mill.
All of the creators will film their videos independently, and will receive a special package with Inch’s cider and the coordinates to a secret location, where they go to explore and cook with regional ingredients before unveiling the finished meal on their social pages and at participating restaurants.
Some of the recipes from Twisted creators will include Braised Pulled Pork Banh Mi Burger, Steamed Mussels with Chorizo and Mojo Verde, Battered Fish Tacos, Sorbet, and Caramel Churros – all containing Inch’s cider as the key ingredient.
To transport the world of the Inch’s social feed to the physical plate, the final apple cider-infused dishes will be made available in local Twisted restaurants, including locations like The GPO Food market in Liverpool and local pubs like The Royal Standard in Deptford.
Heineken UK cider brand director Rachel Holms said: “We’re thrilled to be partnering with Twisted by Jungle to celebrate the importance of sourcing local ingredients (like the apples we use to make Inch’s) and, of course, the delicious taste of our Inch’s apple cider.
“A refreshing cider and a beautiful plate of food can really connect people to one another. We can’t wait for the Local Gems campaign to help people do just that, with incredible recipes using the super star ingredient of Inch’s apple cider.”
Jungle Creations associate creative director Molly Tappin added: “We’re always looking to push creators in exciting new directions and to blend the online world with the offline. Our new Inch’s campaign is one of our most ambitious projects to date, one that has a huge reach whilst simultaneously keeping sustainability at its heart.
“We can’t wait for the recipes to be offered to customers. There will be something for everyone to enjoy!”
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