Jägermeister "Unearthed" campaign hits festival trail

By Laurie Macdonald

- Last updated on GMT

The "Jägerhaus" installation aims to engage festivalgoers with the Jägermeister brand.
The "Jägerhaus" installation aims to engage festivalgoers with the Jägermeister brand.

Related tags Experience

Jägermeister is taking its biggest ever live marketing event on the festival circuit.

The £1million Jägermeister ‘Unearthed’ experience will be appearing at UK festivals and has been designed to reflect Jägermeister’s heritage, quality and belief that "extraordinary experiences are worth discovering".

The ‘Unearthed’ experience will provide its core audience with an original festival location – The Jägerhaus. Hidden in the woodland areas within the festival grounds of major UK festivals, the Jägerhaus is an installation which aims to bring friends together and maximise the amount of time they spend experiencing the Jägermeister brand.

Comprising four separate rooms that offer festival-goers an immersive experience which differs between night and day to reveal secret rooms and passages, the Jägerhaus will appear to have emerged from the festival grounds.

Samantha Green, Jägermeister events manager describes the motive behind the Jägerhaus: “Jägermeister is known and loved as an authentic, traditional drink with an unconventional image and the Jägerhaus festival activation immerses consumers into the brand.

“The heightened awareness of Jägermeister’s serves presents licensees and retailers with a great opportunity to drive sales of Root56 - Jägermeister’s summer serve, comprised of Jägermeister and ginger beer with a garnish of lime and cucumber - during the crucial summer months.”

Festivals and events where Jägermeister will currently be present this summer, with more to be announced:

  • Field Day – London 6-7 June
  • Kendal Calling – Cumbria, 30 July – 2 August
  • Bloodstock – Derbyshire, 6 - 9  August
  • Rebellion – Blackpool, 6 - 9 August
  • BoomTown – Winchester, 13-16 August
  • Bestival - Isle of Wight, 10-13 September
  • Damnation – Leeds, 7 November

Related topics Spirits & Cocktails

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