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Overview

How do you make sustainability feel tangible rather than worthy?

Jungle partnered with Heineken UK's Inch's Cider to bring its "Local Tastes Better" proposition to life through a social-first campaign that blended creator content, publisher media and real-world experiences.

By taking audiences from URL to IRL, the campaign transformed a sustainability message into something people could experience, taste and share.

The Challenge

Inch's Cider wanted to strengthen its connection with Gen Z and Millennial audiences while bringing its sustainability credentials to the forefront.

The challenge was to showcase the brand's unique proposition—that every Inch's cider is made using 100% British apples sourced within 40 miles of its Herefordshire mill—without relying on traditional brand messaging.

Instead, the story needed to feel authentic, entertaining and built for social.

The Solution

Jungle developed a social-first campaign centred around the idea that local tastes better.

Combining audience insight, creator partnerships and publisher distribution, we told hyper-local stories that celebrated local ingredients, local communities and local food culture, with Inch's naturally woven into every moment.

The campaign extended beyond social feeds into real-world activations, encouraging audiences to experience the brand through food partnerships, sampling and live events.

The integrated programme included:

Creator-led storytelling
Hyper-local recipe content
Social-first video across Instagram, TikTok and Facebook
Publisher distribution through Twisted
Uber Eats partnerships
Real-world sampling activations
URL-to-IRL campaign experiences
The Execution

Working across Jungle Social, Jungle Influencer and Jungle Media, the campaign combined editorial storytelling with creator partnerships and experiential activations to maximise reach and engagement.

Local chefs created recipes using ingredients sourced from within 40 miles of where they lived, mirroring the sourcing story behind Inch's Cider itself.

Content was amplified through Jungle's owned media network before audiences were invited to experience the campaign offline through sampling events and brand activations—bringing the social idea into the real world.

Results

The campaign successfully demonstrated how social-first storytelling can drive both online engagement and real-world action.

17.8 million video views
6.6 million UK reach
16,000 product samples distributed
Campaign exceeded engagement benchmarks
Increased ad recall and brand awareness
Shortlisted for the Campaign Media Awards 2025

By connecting creator content, owned media and experiential marketing, Jungle transformed a simple sustainability message into a campaign that moved audiences from scrolling to sampling—proving how social-first ideas can create measurable impact beyond the screen.