Foster’s vintage bar games will run in over 5,000 pubs and bars this summer.
Drinkers will be given scratchcards for the chance to win an assortment of games, including table quoits, poker dice and playing cards to play in the pub.
The brewer is hoping that this will help boost the brand’s new heritage message and increase the length of time punters spend in outlets.
Gayle Harrison, brand director for Foster’s at Heineken, said: “The Foster’s vintage games will engage drinkers in outlet and provide licensees with an excellent platform to boost sales by highlighting the outstanding quality and heritage of Foster’s lager in its anniversary year.”
The activity will be supported by a range of PoS, including posters, tent cards and bar runners, which will also promote a new Foster’s skittles app that consumers can download for free, to test their bowling skills.
Back in February Heineken announced that a new £7.5m campaign for Foster’s would highlight the brand’s heritage, with the slogan ‘Refreshing the thirstiest men on earth since 1888’, at the same time as it launched the 2.8% ABV Foster’s Radler and rolled out its posh Foster’s Gold.