The Foster’s Friday campaign will see more than 7,000 on-trade sites offer customers the opportunity to win a cash prize and merchandise from the brand.
It follows the return of the brand’s comedy character duo, Aussie agony uncles Brad and Dan.
The pair were featured in a new ‘Good Call’ £6m consumer marketing campaign, which debuted on television earlier this year.
After purchasing a pint, customers are rewarded with a scratch card that details humorous dilemmas, similar to those featured in TV adverts.
If pubgoers choose the right answer out of three possible answers, their good call will be awarded with a unique code to be entered online.
Prizes on offer
Prizes include a £1,000 cash prize and instant wins of beach-themed merchandise, including headbands, T-shirts and sunglasses.
Heineken UK brand manager Grace Shelton-Wills said: “Foster’s remains one of the UK’s best-loved beer brands, but recent on-trade support has focused on its functional benefits, such as its great refreshment.
“Foster’s Friday brings back the emotional engagement in the shape of Brad and Dan’s light hearted Aussie wisdom.
“The activation gives outlets an opportunity to drive footfall into their pub or bar at the end of the week on a Friday, a key occasion of the UK on-trade.”
The activation launched on Friday 3 May 2019 and will run for a month.
More than 700 Marston’s sites are running a “tailored version” of the campaign.