Strongbow’s new LTO is reaching consumers by offering to take the hassle out of vacation planning.

The cider brand has created five kits to provide Canadians with everything they need to enjoy a day off, whether it’s at the beach, in the park, hiking or exploring nature. The Strongbow Vacation Kits include a matching two-piece t-shirt and shorts set, as well as a bucket hat, tote bag, cooler, $150 prepaid gift card and more. The brand will give away 40 of these kits until September through a contest on its website.

The kits are being promoted through a national campaign that highlights Strongbow Original apple cider. Strongbow marketing director José Casillas said the kits’ launch aligns with the brand’s current positioning, which emphasizes the natural flavors with which its ciders are made. Strongbow’s marketing strategy also aims to encourage customers to get outside and appreciate nature with a cider, he says.

Vini Dalvi, creative director at Publicis Canada, the agency that handled the strategy and creative, said the team recognized the opportunity to innovate with the kits, as Canadians often have the desire, but not the means, to make the most of the two weeks of vacation they have per year.

“We are relieving this tension by providing them with everything they need with our Strongbow Vacation Kits,” Dalvi says.

The campaign received support from Publicis Sport and Entertainment on production, North Strategic on PR and influencer, and Publicis Connect on paid media. Strongbow is running Meta ad placements, influencer content, and DOOH ads in Ontario, Alberta and British Columbia.