Over-ice summer sampling

02 May, 2008

Scottish & Newcastle UK is shining the spotlight on over-ice cider for its annual Biggest Round brand experience programme in major multiples.

The brewer will use the campaign to promote Bulmers Original, Bulmers Pear and both varieties of Jacques until the end of August.

Consumers will be offered samples to match their taste preferences after discussing their options with an in-store brand specialist. They will also receive two money-off vouchers to use against their chosen brand.

S&N UK claims last year's Bigger Round reached 500,000 off-trade consumers, increasing trial and sales on featured brands.

Andy Mitchell, customer marketing manager for trial, said: "The Biggest Round is the largest sampling campaign of its type in the UK and is more sophisticated than traditional methods.

"It is a personalised and interactive programme, tailored to meet the needs of the consumer."

Sampling will be conducted in Asda, Tesco, Sainsbury's, Morrisons and Waitrose stores between Thursday and Saturday each week.

S&N UK is urging retailers not to be dismissive of the Euro 2008 football tournament as a summer promotional tool, despite the non-participation of the home nations.

Carol Saunders, head of customer marketing for the off-trade, said: "Euro 2008 will represent a huge opportunity as many football fans will support their favourite foreign teams from home."

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