Heineken on the ball with game show

08 January, 2010

Heineken UK has linked up with TV game show Who Wants To Be A Millionaire for what it claims is its “biggest and widest?-reaching off-trade promotion to date”.

The Who Wants To Be A Football Millionaire? campaign will run across five of the company’s top-selling brands – Foster’s, John Smith’s, Kronenbourg 1664, Strongbow and Bulmers – from May to August.

The UK-wide on-pack promotion is designed to help retailers profit from ?the 2010 World Cup and will feature on a wide range of packs and cans.

Consumers can enter by calling a hotline, quoting the barcode on promotional packs, and answering a football-related question.

Ten correct entrants will be drawn to play live in the Who Wants To Be A Millionaire? studio with Chris Tarrant and each will receive £1,000.

A series of Fastest Finger First rounds will be played to select one person to face Tarrant in the hot seat with a chance to win £1 million.

Shaun Heyes, head of customer marketing for the off-trade, said: “Football Millionaire cleverly combines the unrivalled popularity of the greatest football event in the world with a quiz show which has recorded some of the highest ever ratings for any British TV game show.

“As a result, we have created a promotion that is instantly recognisable and will be attractive to a wide range of consumers, both male and female, making it a fantastic profit opportunity for retailers.”

Bookmark this

Site Search


Faith in fakes

One of the most fascinating stories in wine, fit to stand alongside the Judgement of Paris, is that of Rudy Kurniawan, a man who managed to fool friends, auction houses and experts into believing they were drinking some of the world’s most expensive wines.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know