Foster's says g'day to Australia Day

Scottish & Newcastle (S&N) is to distribute Foster's point of sale kits to over 3,300 pubs in a bid to drive trade in the run-up to Australia Day.

The national day falls on Monday, January 26, and licensees are being encouraged to hold events over the preceeding weekend, as well as the day itself.

The kits include a promotion offering drinkers a free beachcomber hat with the purchase of two pints of Foster's.

S&N has also developed pub quiz night and party night kits to help participating venues run fancy dress or barbecue events.

Each kit includes branded beachcomber hats, staff t-shirts, flags for the back bar, event posters, quiz packs and "Tap-Ties", which are being used for the first time in Australia Day kits to provide branding on the Foster's fount.

And each Foster's party pack contains a CD featuring hints and tips on ways for licensees to promote Australia Day, including artwork templates for flyers and adverts that can be uploaded on to participating outlets' website.

S&N on-trade customer marketing controller Chris Cansfield said: "It is important that we mark Australia Day in a way that is in keeping with Aussie way of life and the brand's identity.

"We have created meaningful activity that aims to help licensees drive volume, build footfall and generate profit for their outlets.

"Outlets should use the support CD and hold as many of the activities provided in the run-up to and during January 26 to kick start the New Year and make the most of this opportunity."