Heineken invests in Foster's Radler campaign
The campaign will include a TV ad, as well as outdoor posters, magazine and newspaper ads, all running for eight weeks from 13 May.
A sampling campaign targeting 500,000 consumers will run across the same period.
“Within just a few weeks of its launch, sales of Foster’s Radler topped the 3 million bottle mark and the decision to bring forward plans for TV support recognises the exciting potential of Foster’s Radler to bring new consumers to the mainstream lager category,” said brand director Gayle Harrison.
Foster’s Radler, a 2% ABV mix of lager and cloudy lemon juice was launched in February.
