Vincor Canada is encouraging online nudity for the latest addition to its “nudist campaign” that launched earlier this summer in support of the Growers Cider brand.

Consumers can add their choice of nudist (man or woman, sitting or standing) to their own photo, share them with friends and enter to win one of three $500 prizes at GrowersCider.com.

Growers’ marketing team will select the winners, said Andy Shortt, founder of HQvB, the agency behind the effort.

“You can take any bland, boring holiday or family photo and you put a nudist into it, it makes it kind of funny,” said Shortt. Nudists have so far been added to events like family camping trips and wedding pictures.

The effort joins billboards and transit shelter ads that first launched in B.C. and Alberta earlier this summer.

The ads feature images of nudists enjoying Growers in various outdoor settings with headlines like, “Being All Natural is Quite Refreshing. And Chilly.”

Shortt says Growers is a natural and unassuming brand, and “who’s more unpretentious than people who don’t wear clothes?”

He added the campaign has done well, and taken brand awareness numbers from “very low to quite strong.” Growers may extend the campaign into the Ontario market next season.

“Every time we create campaigns, we create mechanisms that actually get people involved in doing stuff,” Shortt said, of the new site. “Because people that are involved with the brand are much more apt to buy it than people that just see it in ads.”