S&N launches biggest on-trade promotion
Scottish & Newcastle UK (S&N UK) has launched its biggest ever on-trade promotion for Fosters with 'Game On', an initiative designed to capitalise on men's passion for games.
The firm plans a multi-million pound investment in the scheme, which will see 19,000 marketing kits delivered to over 10,000 pubs, free of charge, from April.
Gayle Harrison, marketing manager at Foster's, S&N UK, said: "Our flagship lager Foster's is the ideal brand to drive draught beer sales by engaging with 18-35 year-old men through an activity that research show ranks highly in their leisure lives — playing games!"
The focus will be on pool, poker and table football. To cater for venues without space for larger games, there will be quiz drip mats and an instant win kit, with a push-button LED unit. Pressing the button will allow drinkers to win one of 140 mini pub game prizes included in the kit.
To increase awareness of pool playing Foster's is sponsoring the World 8-Ball Championship, and its kit will provide licensees with cues, a cue ball, triangle, chalk and wipeable competition posters.
An advertising campaign on TV, radio and online is also planned. Details are being finalised but it will focus on 'releasing your no worries attitude'.
Darryl Hinksman, head of customer marketing for the on-trade, said: "We know it's tough out there. We're the first of the major brewers to pull away from price busting measures." He added that "this promotion is about giving blokes a reason to get back into pubs".
The promotion is based on S&N UK's strategy for the on-trade, identified last year through its research of 60,000 consumers. It classified "bloke pub time" as one of six key elements driving the alcoholic drinks market.
