UK shoppers discuss drinking habits with S&N

27 July, 2007

Scottish & Newcastle has reached more than 400,000 shoppers through its Biggest Round campaign, which has been running since the beginning of May and is to continue until the end of August, the brewer has said.

Fifty brand specialists have been touring supermarkets, convenience stores and off-licences around the country, talking to consumers, discussing their drinking habits and encouraging them to try S&N's products.

Customer marketing manager Andy Mitchell said: "By interacting with consumers we have been able to understand their personal taste preferences and suggest appropriate beers and ciders within our portfolio of drinks.

"This has encouraged consumers to try new brands and hopefully widen their drinks repertoire as a result."

The brewer said the campaign has been the equivalent of 1,440 sampling days

and will reach 2,000 by the end of August.

S&N is also pushing Foster's with two new radio ads, which follow the brand's Never Leave a Man Behind theme from recent TV ads, and carry the strapline "Well you wouldn't want a warm beer, would you?"

The campaign is part of a £40 million marketing programme for the brand which includes Foster's BBQ activity, the Laidback Legends digital marketing campaign and sponsorship of the Rip Curl

Boardmasters surfing championships this summer.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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