• Club Peroni presents innovative way to reward premium beer drinkers
• Thousands of prizes such as tickets, money-off coupons, free drinks, merchandise and experiences will be available this year

London, UK – 14^th April 2025 – Peroni Nastro Azzurro, the UK’s most loved lager brand,[1] in collaboration with marketing partner agency Savvy Marketing, has launched Club Peroni, a new always-on rewards programme.

Club Peroni enables consumers to collect points by buying Peroni Nastro Azzurro in both the on and off trade. These points can then be exchanged in the ‘Reward Shop’ section of the website for a variety of prizes, including a chance to win event tickets or receive money-off coupons, free drinks, merchandise and experiences.

Peroni Nastro Azzurro is tapping into clear consumer demand with the launch of Club Peroni—a new loyalty programme tailored to reward and engage its discerning audience. With 88%[2]  of Peroni drinkers stating they’d join a loyalty scheme from their favourite drinks brands, the appetite is already there.

Retailers and outlets will also benefit from integration opportunities with Club Peroni, unlocking tailored promotions like money-off offers, alongside access to valuable, data-driven insights.

Rob Hobart, Marketing Director at Asahi UK, said: “Club Peroni has been carefully designed to enhance retailers’ existing loyalty programmes. The scheme works behind the scenes without adding extra steps for consumers or our trade partners. It complements existing loyalty programmes by driving more engaged shoppers to stores, handing off seamlessly to their systems, and increasing sales opportunities.”

Taj Sur, Business Director at Savvy Marketing, said: “Today’s consumers expect more personalised, one-to-one communication and always-on rewards programmes are one of the most effective ways brands can deliver on that. It’s been a great opportunity to collaborate with the teams at Asahi UK to create a programme that truly connects with the Peroni Nastro Azzuro audience and builds lasting brand love.”

[1] Savanta Brandvue Most Loved Brands Survey 2024

[2] Source: Savvy Shopper Panel, June 2024.

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Secret Cinema’s award-winning lockdown entertainment series Secret Sofa presented by Häagen-Dazs will return for a festive finale on Friday 18 December 2020 at 7:30 pm (GMT) to raise funds for Crisis – the national charity for people who are homeless.

Keeping spirits bright this Christmas and spreading joy, Secret Sofa by Häagen-Dazs will return to facilitate a virtual seasonal screening of the 2003 comedy Elf, starring Will Ferrell as Buddy.  The beloved comedy movie is gift-wrapped around Buddy, who as a baby stowed away in Santa’s sack and ended up at the North Pole. Raised by elves, as an elf-like adult, Santa allows him to go on an adventure to New York City to find his birth father and that’s where the shenanigans begin!

So, embrace your inner elf, start working on that costume and prepare to Ho Ho Ho with laughter.  And if you’re running short of inspiration sign up to the Secret Sofa by Häagen-Dazs newsletter where you’ll be immersed in the world of the film, given costume suggestions and plenty of ideas for how to shift the dial on the Clausometer.

You will also receive a special Häagen-Dazs discount code to order their new indulgent chocolate nut range dubbed as ‘the chocolate on every elf’s lips’ to order via an exclusive collaboration with Amazon Fresh. And as a tribute to Buddy the Elf, Häagen-Dazs and Piper-Heidsieck have also put a twist on an iconic classic to deliver the must-have champagne ice-cream float of Christmas with their original ‘Bud’s Fizz’ which you can recreate at home before settling in to watch the film.

There will be an after-party on Zoom from 9:45 pm (GMT). Tickets are only £3 and all proceeds will go to Crisis.

In a bid to spread some joy and raise some much-needed funds for Crisis, you are encouraged to share your best (s)Elfie photos enjoying your Häagen-Dazs, with the hashtag #ElfieForCrisis. Everyone deserves the dignity of having a safe place to call home. To help fight homelessness this Christmas and beyond, we’re asking all elves to show us their Christmas cheer with their best (s)Elfie pics and for every post uploaded on Facebook and Instagram until Friday 18^th of December, Secret Cinema and Häagen-Dazs will donate £1 to Crisis.

The film is available for streaming across: Apple, Amazon, Google, Rakuten, BT and Microsoft.

For eight weeks over Summer lockdown, Secret Sofa in collaboration with celebrated ice cream brand Häagen-Dazs entertained the nation by facilitating a virtual in-home screening of Secret Cinema’s most celebrated and critically acclaimed films, as well as lesser-known gems. This hugely popular home entertainment series that included bespoke content, character narratives and interactive elements, sparked the imagination of the nation with people around the country creating their own cinema experiences at home, winning consumer and industry awards in the process from the likes of Time Out and The Drum including The Grand Prix for best-in-class experience. With 2020 permanently on the naughty list, this is the perfect way to end the year on an uplifting high.

Max Alexander, CEO, Secret Cinema comments: “The Secret Sofa series was a smash hit and we brought joy to so many people at a time when they really needed that ‘virtual’ connection and interaction.  The audience participation, which is at the heart of every Secret Cinema experience was incredible and our social media channels were full of home videos and pictures of people joining in and celebrating the film of the week. Back by popular demand with our partner Häagen-Dazs, we wanted to thank our fans, spread some pre Xmas joy and raise money for Crisis.”

Arjoon Bose, spokesperson for Häagen-Dazs comments: “Secret Sofa by Häagen-Dazs allowed us to bring thousands of #HaagIndoors moments to living rooms across Britain and deliver a joy-filled experience while creating a new cultural moment during an unprecedented period of isolation. The love from our collective consumer base as well as the industry recognition was truly a vibe that captured the heart of the nation. We’re delighted to make a Christmas comeback with our friends at Secret Cinema to finish 2020 with cheer and communal vibes with a touch of our signature indulgence but more importantly, be a real force for joy during this season by helping the homeless.’’

Jon Sparkes, Chief Executive of Crisis comments: “We are hugely grateful to Secret Cinema and Häagen-Dazs for donating the proceeds from their fun festive screenings to Crisis. Christmas will be different for us all this year, but thanks to the generosity of our supporters we’ve been able to adapt our services so that we can still be there for the people that need us – providing a safe place to stay, companionship, food and support – and hope for a future away from homelessness.”

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The UK, October 5, 2020: Experian has today launched Experian Match, a new first-to-market solution, underpinned by InfoSum technology, that removes the need for third party-cookies or registration data. It helps publishers of all sizes to protect their advertising revenue regardless of which web browser people use and without the need for publishers to continually share information about their website visitors with advertisers.

The role of third-party cookies to power targeted online advertising has become increasingly marginalised. Many mainstream browsers, including Safari and Firefox, have already moved to disable the use of third-party cookies, amid privacy concerns and a lack of consumer understanding about their use.

The move, however, has had a substantial impact on publishers’ revenue. Publishers have seen a reduction in revenue of 52% on average*, and Google Chrome is set to block cookies altogether by the end of 2021, adding further pressure to the industry.

By using first-party cookies, Experian Match delivers meaningful insights about the likely characteristics of online audiences and helps move the industry away from its reliance on third-party cookies. It reduces the need for unnecessary sharing of personal information, and people can easily indicate their preferences around the sharing of their data with Experian. They will have the opportunity to opt-out at any time. The solution will help people understand online advertising and promote transparency, choice and control.

Colin Grieves, Managing Director of Marketing Services, Experian, said: “Online publishers are already facing increasing pressure on advertising revenue due to existing browsers’ limitations and the challenges associated with scaling user registration.

“This will increase further with the end of third-party cookies, Experian Match is a genuinely new direction for the industry, meeting demands for improvements in consumer transparency, data minimisation and privacy and the way information is collected online. It will also transform the digital marketing space and move it away from deterministic 1-to-1 advertising while maintaining relevant and meaningful audience insights.

“It will provide publishers with a controlled, privacy-by-design solution to understand audiences and maximise revenue, while for advertisers, it offers a scalable solution to engage the right audiences for their products and services. People will have greater confidence in how their data is used, knowing that it will not be continually shared between publishers and advertisers but will be used in a more controlled and secure way.”

Richard Foster, Chief Revenue Officer, InfoSum, said: “The entire advertising industry is on a journey to move from unknown to known audiences in order to future-proof businesses against cookie deprecation and remain relevant for marketers.

“The challenges facing publishers in trying to build authenticated first-party addressable audiences at scale, are extensive. This is why we’re thrilled to be working with Experian to provide publishers with an addressability solution that delivers a scaled solution.

“Powered by InfoSum’s decentralised identity data infrastructure, Experian Match can be a game-changer for digital advertising, enabling publishers to offer advertisers access to their entire audience for the first time, without relying on third-party cookies or requiring a logged-in audience and without physically sharing any data with the advertiser at all. We’re excited to see how this new trusted ecosystem grows in the coming weeks and months.”

One of the first publishers to use Experian Match will be VICE Media Group. Founded in 1994, with 35 offices around the world, it produces 1,700 pieces of content each day though its digital content, news and broadcasting channels.

Paul Davison, VP, Agency Development – International, VICE Media Group, said: “Across the VICE Media Group, we have a global audience of 350 million individuals. However, not all these individuals are logged-in.

“The Match solution from Experian and InfoSum will enable us to offer a greater scale of audience, ensuring we’re future-proofing our ad revenue in a post-cookie world, and help us to engage with brands to deliver tailored audience solutions.

“An important consideration for VICE Media Group was the privacy of our audience and the security of our data. By powering this new solution with InfoSum’s identity infrastructure, those concerns are solved instantly as no data has to be moved between companies.”

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