Mast-Jägermeister UK has launched a multi-million-pound national campaign, The Secret is Ice Cold, which reinforces Jägermeister’s perfect serve — an ice cold shot chilled to -18C, poured into a branded green frosted shot glass.

The Secret is Ice Cold is initially being supported with out-of-home activity, across core social and digital platforms and a number of experiential events. The campaign will support Mast-Jägermeister UK’s best-selling products, Jägermeister and Jägermeister Cold Brew Coffee, in the run up to the crucial Christmas and New Year trading period.

In the new year, off-trade consumers will have the chance to win prizes via high-profile on-pack promotions across multiple pack sizes. This activity is not only designed to drive footfall in store, but also to incentivise consumers to keep Jägermeister in their freezers at home for informal celebrations and get-togethers with friends and family.

Serving Jägermeister and Jägermeister Cold Brew Coffee at -18C ensures the brand’s blend of 56 herbs, roots and botanicals is at its best. The chilling temperature accentuates the perfect balance of sweet, bitter and herbal flavours, creating a more viscous mouthfeel making for a smooth drinking experience.

Mast-Jägermeister UK Marketing Director, Christian Stindt, says: “The Secret Is Ice Cold is a campaign that wholly encompasses both our culture and brand.  As the No. 1 shot brand in the country, it is important that our customers and consumers are experiencing the very best of what Jägermeister has to offer. We are passionate about serving a quality product at the perfect temperature and this new campaign allows us to reinforce our perfect serve messaging in an engaging and interactive way that will drive customer sales across the on- and off-trade.”

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The Silver Anniversary, 25^th National BBQ Week has finished and delivered its highest-ever performance with packed RoadShows and massive media and social coverage, with delighted sponsors, all of whom have achieved massive RoI.

There was a great mix of delighted BBQ focussed sponsors and the roadshow had a reach of around 95k over 4 major foodie festivals. Across the festivals, they delivered around 145k perfect-serve samples & BarbiBags to lucky visitors. The media coverage over 330 competitions and editorial was worth £1.7m and social and their website attracted 260+ interaction. The overall campaign value was £2.04m which is over 20% above target.

Sponsorship now open for 26^th National BBQ Week 2022, with half of existing sponsors already reconfirmed. https://nationalbbqweek.info

Sponsors:

Beefsteak Club – Official Wine

Birds Eye Green Cuisine – Official Plant-based

Budweiser – Official Beer

Bull’s-Eye – Official Condiment

Sainsbury’s – Official Meat

Shloer – Official Soft drink

Festivals:

Pub-in-the-Park – Warwick

Tatton Park, Knutsford Foodie Festival

Winchester Foodie Festival

Cambridge Foodie Festival

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Jägermeister UK will open the doors to the first Jäger coffee shop in the heart of East London.  Yes, you heard that correctly. In celebration of Jägermeister Cold Brew Coffee Liqueur, ‘Coffee Haus’ will open its doors to the public on Thursday August 19th, from 9.30am – 3.30pm serving a full menu of complimentary coffee from Caravan Coffee Roasters, to be enjoyed with friends. Visitors will also receive a sample size Jägermeister Cold Brew Coffee bottle to take-away.

As if that wasn’t enough, next to the doorway, visitors will find the innovatively designed Jägermeister Cold Brew coffee dispensing billboard, issuing complimentary bags of premium Caravan Coffee Roasters coffee beans. People have already been seen lining up to grab their take-away bags of coffee, dispensed from the giant billboard bottle of Jägermeister Cold Brew, and another 300 bags will be available with the Coffee Haus opening.

Coffee Haus will be open to the general public, serving a variety of complementary coffee styles available on a first come, first served basis. People are invited to visit and enjoy a Coffee Haus like no other, done in a way that only Jägermeister could. Guests will be able to enjoy a full menu of freshly brewed Caravan coffee while enjoying the unmistakable vibe a Jägermeister event brings.

All who pop in will receive a goody bag containing Jägermeister Cold Brew minis, a coffee bean grinder and Jägermeister Cold Brew Cocktail Recipe Cards.

COFFEE HAUS ADDRESS: 347 Old St, London EC1V 9LP

OPENING TIMES: 9:30am – 4pm

Jägermeister Cold Brew is the unique fusion of Jägermeister’s 56 botanicals with a backbeat of intense cold brew coffee.

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TWELVE Agency have just wrapped up the delivery of Old Mout Cider’s KIWI Camp at this year’s Boardmasters festival.

The festival within a festival delivers a packed weekend of entertainment, including Disco Yoga, Rockaoke, fashion upcycling and lots more.  It is a place where the curious, adventure-seeking, progressive and environmentally-aware can have fun, and enjoy an Old Mout whilst doing good!

Since its inception, the Kiwi Camp has grown year-on-year and achieved destination status across the festival circuit. Over the years more than 100,000 people have visited the camp and hundreds of millions more have read about it.

It’s a place for people to enjoy themselves, with a bar, activities, a range of entertainment acts and quirky spaces to simply hang out. But crucially, it has also become a place where people can actively get involved in the good work Old Mout do by supporting their charitable campaign, or simply by looking after the environment and reducing their footprint at the festival.

KIWI Camp moves on to Isle of Wight Festival on 16^th September.

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National BBQ Week returns in early July to celebrate 25 years of better British BBQ.

Sponsored by leading grocery brands, as one of the UK’s top awareness weeks*, National BBQ Week both educates and encourages consumers to become better BBQ’ers and enjoy alfresco eating, as our lifestyles continue to be more home-centric.

In recognition of its Silver Anniversary, this year, National BBQ Week will run for three weeks and will offer consumers a longer opportunity to celebrate better BBQ and gastro grilling and allow them to enjoy long-awaited reunions with friends and family, without social-distancing restrictions. Launching on July 5^th and running to July 18^th, National BBQ Week, will see the return of live BBQ sampling Roadshows, in addition to major events such as Barbi for Britain and the BBQ Baptas, plus brand sponsored competitions. The week will also be supported with a major digital, PR and social strategy – including the launch of a new website, that will act as a ‘go to’ BBQ information resource covering BBQ tips, advice, recipes and BarbiBlog.

The 25^th National BBQ Week is supported by leading grocery brands including:

Wine – Beefsteak Club

Plant Based – Birds Eye Green Cuisine

Beer – Budweiser

Sauce – Bull’s-Eye

Meat- Sainsbury’s Summer Edition

Soft Drink – Shloer

Chief GrillMaster and founder of National BBQ Week, Brian George, said: “We are delighted to be celebrating a Quarter Century of Better British BBQ. BBQ & alfresco eating and entertaining is now the UK’s No.1 at-home, summer leisure activity with now 3 out of 4 households owning a BBQ grill.

We’re also delighted to welcome back our major brand sponsors, all of whom we’ve previously worked with over a number of years. With a dynamic market currently worth around £1.7 billion, we predict that, with the lifting of social restrictions, this will significantly increase, delivering up to 200 million BBQ occasions this year, so we’re thrilled to continue to encourage consumers to be Better BBQ’ers.”

For more information, BBQ facts, tips and advice plus brilliant recipes please visit www.nationalbbqweek.co,uk

*PR Week

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With everyone desperate for live sport experiences this summer, and with the Euros and Olympics (hopefully) on the horizon, we’re celebrating sport coming home with Grant’s Triple Wood Whisky!

The Grant’s Triple Chance promotion gives consumers the chance to create that stadium experience at home, with a top prize of the ultimate home cinema sports package (including a sports subscription, home projector kit, and a £1,000 living room makeover), plus weekly prizes of home cinema kits, and daily prizes of pairs of Grant’s Whisky glasses.

The promotion, created by Activation, runs from 22nd April and runs until 3rd October 2021. The campaign runs across six retailers and is promoted via an on-pack neck hanger and retailer shopper assets, including press ads, online comms and in-store barkers.

Activation was also lucky enough to be the first in the UK to use the fantastic, new Grant’s brand look, which you can see here.

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Win with Jack is back! For a third year running, Haygarth are proud to share the launch of their integrated shopper campaign in partnership with Jack Daniel’s. Exclusive to Tesco Group stores, this year’s ‘Win with Jack’ campaign sees limited edition neck tags placed on promotional bottles of Jack Daniel’s.

They’ve transformed the successful campaign to celebrate ‘The Big Night In’, and this year, are reaching out to an audience who have already rediscovered the joy of partying at home. Shoppers are invited to scan the QR code to be in with a chance to win the grand prize; a fully bespoke home bar tailored to winner’s homes and gardens – giving five lucky shoppers the chance to own the best venue in town. Alongside a huge selection of jealousy-inducing instant win prizes including a stocked Jack Daniel’s drinks cart, a Jack Daniel’s neon sign, a Jack Daniel’s branded personalized glass and a limited-edition Jack Daniel’s t-shirt, all entrants are entered into the grand prize draw.

This year, the promotion will also be running in Northern Ireland, a new extension to the campaign. Northern Ireland has ‘no purchase necessary’ legislation in place, which means that legally consumers do not have to purchase the alcohol to enter the promotion. We worked with Umbrella to personalise the NI user journey and installed advanced postcode checkers on the site which ensured that those stating they were in Northern Ireland had their postcodes checked on entering the site as well as claiming their prize if they win.

You can visit the microsite: www.winwithjack.com

Win with Jack is running from now until the 30th September 2021.

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Hendrick’s Gin and creative agency, Space, announces the launch of their second portal in their curious experiential campaign to bring the super-premium gin’s unconventional world to life this summer.

‘Portals to the Peculiar’ is a series of multi-sensory events that invite gin drinkers to escape the conventional and taste the brand’s liquid through a series of seemingly everyday portals. Space has developed the branded events in collaboration with Hendrick’s, The Gazebo Effect and Red consultancy, the first of which took place in Shoreditch at ‘Lesley’s Laundrette’ 14 – 17^th August, to bring to life the Hendrick’s world as portrayed in its most recent ‘Escape’ advertising campaign.

The A.T.M (Automated Transport to the Marvellous) experience transports consumers through the portal to a world with rose and cucumber, breaking up the daily grind and taking people beyond the obvious.

The second portal is a regular looking ‘hole in the wall’ for Hendrick’s Bank. The A.T.M (Automated Transport to the Marvellous) in London Bridge provides an unexpected entry point where visitors can interact with the brand, discovering how its rose and cucumber infused liquid makes it so unique.

Guests of the 45-minute experience enter the Hendrick’s world to discover a cast of amazing characters and situations and sample Hendrick’s Gin

The A.T.M opens in Bermondsey, London today and is open to the public for four days, with tickets available through Eventbrite.

James Taylor, Senior Brand Manager at Hendrick’s Gin, said: “Throughout the summer, we’ve been inviting the curious to escape the conventional and embrace the delectable, taking a leap into our “portals to the peculiar”. Hendrick’s behaves unusually because it’s made unusually, so gin drinkers can expect moments of delightful peculiarity with our uniquely captivating experiences and the promise of a refreshing Hendrick’s Gin, oddly infused with rose and cucumber”.

Jason Nicholas, Managing Partner at Space, added: “Following the success of Lesley’s Launderette, we’re excited to see the reaction as consumers go beyond a traditional hole in the wall of Hendrick’s Bank to experience the Automated Transport to the Marvellous and enter the peculiar world of Hendrick’s Gin for a highly immersive and memorable experience.”

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Grey Goose has popped up in Covent Garden’s East Piazza, inviting consumers to celebrate moments big and small throughout the summer. Delivered and built by agency, Wasserman, the ‘Live Like Summer Never Ends’ terrace by Grey Goose Vodka is the al fresco cocktail destination, playing host to unexpected moments, live music and sub-zero cocktails

As the next instalment in the ‘Live Victoriously’ programme of events, the ‘Live Like Summer Never Ends’ terrace allows consumers to treat themselves, by providing a variety of experiences and spontaneous moments.

Grey Goose provides consumers with a spontaneous performance and the opportunity to experience the world’s first sub-zero cocktail draught tap system. Showcasing four different flavours of Espresso Martini including, Grey Goose La Poire, Grey Goose L’Orange Chocolat, Grey Goose La Vanille and Grey Goose Original. Consumers can take part in bookable cocktail masterclasses, teppanyaki ice cream cocktail experience where guests can get their favourite cocktail frozen and rolled into a Grey Goose treat and bookable areas to enjoy cocktails with friends

The pop up kicked off with Sushi Samba, followed by the newly opened Covent Garden Cocktail Club, Grind and Balthazar. With every bespoke cocktail purchased, a golden ticket will be issued with one lucky consumer each week winning an experience at the partner venue. Throughout their residency each of their partners will be bringing unique entertainment, food pairings and masterclasses.

Alongside the extensive programme, a versatile cocktail menu will be on offer including the Grey Goose x Maison Labiche collaboration Paris to Pampelonne cocktail.

The ‘Live Like Summer Never Ends’ Terrace is open until Monday 19^th August.

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Tough Mudder Inc., the leading sports, active lifestyle and media brand, has today announced that BrewDog will be the official finisher drink partner for the 2019 Tough Mudder UK event season. The partnership will reward Tough Mudder Classic, 5K & 5K Urban participants who cross the finish line with a cold Punk IPA, rewarding hundreds of thousands of Tough Mudder runners across the UK. BrewDog’s Punk IPA will be available from the first Tough Mudder 5K Urban event of 2019, taking place at Finsbury Park on the 12^th & 13^th April and throughout the season. This will be the 3rd year that BrewDog has activated with Tough Mudder, expanding on their previous partnership year on year.

“It’s fantastic to be working with BrewDog to deliver a cold, fresh Punk IPA to every Tough Mudder finisher this year’, said Mark Read, Commercial Director for Europe. “As two original challenger brands, we are excited to be collaborating to deliver a truly unique partnership offering. We are delighted to continue our longstanding partnership and to further enhance the BrewDog brand within the Tough Mudder tribe.”

James Watt, Co-Founder at BrewDog commented: “Expanding on our partnership with Tough Mudder is a no-brainer – since we started offering BrewDog beer at their events in 2017 we’ve been inundated with requests for us to become the official finisher drink. Participants know how important it is to celebrate an achievement like finishing a Tough Mudder event with a cold, fresh craft beer, and what better beer than Punk IPA?”

As well as handing out Punk IPA to finishers, BrewDog will be capturing participants for their official finish line photo as the official finisher photo activation. The partnership further demonstrates the continued pulling power of Tough Mudder, which counts Snickers, Lucozade Sport and Toyo Tires as just some of its key sponsors.

The deal comes as Tough Mudder, the leading active lifestyle brand and endurance events company, continues to diversify event offerings, content, and its partnership portfolio in the UK. This includes the recent arrival of Tough Mudder 5K to the weekend events across the UK, complementing the upgraded Tough Mudder 5K Urban.

The Urban 5K series enters its second year with the first of the city-based events taking place in Finsbury Park, London on both Friday night 12th and Saturday 13th April. On Friday, the Tough Mudder Up Late event is expected to draw in after-work crowds and create a buzzing atmosphere. All 2019 events will feature street food, a bar, live DJs and more, all to add to the perfect after-run celebration that now starts with a cold Punk IPA.

To purchase tickets to the Tough Mudder 5K or for more information on the Tough Mudder-BrewDog partnership, visit http://www.toughmudder.co.uk/.

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