Australian-born lager Foster’s – one of the most loved beer brands in the UK – is looking to put the fun back into Friday with a major on-trade campaign featuring the brand’s well-loved Aussie agony uncles Brad and Dan.
The campaign, Foster’s Friday, gives drinkers the chance to win £1,000 in cash plus other prizes of Foster’s merchandise through an instant win scratch card mechanic.
The activation links to Foster’s new £6m ATL campaign which launched last month on TV, and saw the return of the favourite Aussie duo: Brad and Dan. Using the brand tagline of ‘Good Call’, Foster’s Friday rewards purchase with a scratch card which details humorous dilemmas, similar to those posed in the TV ads. Three scratch panels on the cards offer possible answers. Correct answers, or a ‘Good Call’ offer a unique code to enter online to win cash, or instant wins of beach themed merchandise, such as headbands, T-shirt, or sunglasses.
Kicking off on 3rd May and running for a month, Foster’s Friday will feature in more than 7,000 outlets around the UK. The campaign, which was devised by creative agency Space, supplies a promotional kit with all the materials and assets necessary to run the campaign, including prizes, scratchcards, beer mats, posters, beer jugs, and staff T-shirts. A tailored version runs in more than 700 Marston’s pubs.
Grace Shelton-Wills, Brand Manager at Heineken UK, 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.”
Classic Lager makes up 60% of all draught lager, and one in every two pints of beer consumed in the UK is Foster’s, John Smith’s, Guinness, Carling or Carlsberg. Thanks to its broad appeal, Foster’s delivers two in five pints of lager poured in the average pub where it’s stocked, reinforcing the importance of Maximising the Core – a Heineken category driver focused on adding value and delivering quality. Foster’s is brewed with low bitterness and low malt to deliver a clean, accessible taste profile designed to refresh the thirstiest men on earth.