Strongbow, Badger and Wainwright launch marketing campaigns
The clocks have gone forward, the sun is out and leading suppliers are rolling out marketing campaigns ahead of the summer trading period.
A new multimillion-pound TV ad campaign from Strongbow airs for the first time tonight, featuring friends in the pub singing Together in Electric Dreams.
Nielsen and CGA data for the year to January 2019 suggests that Strongbow has a 27% share of the cider market, with Strongbow Original and Strongbow Dark Fruit taking the top two spots in the bestseller chart.
Hall & Woodhouse is investing in a first ever outdoor campaign for its range of Badger beers.
The Tangle Foot bottle has emerged as a star SKU within the range, up 18% in value (Nielsen, year to February 2018), and it will feature on roadside ads across the UK.
The series of 48-sheet and 6-sheet adverts carry the strapline: “Whoever said you can’t buy great taste was lying.”
Digital screens of ads will be positioned outside 60 Tesco stores nationally, featuring a bottle of Fursty Ferret. The 48-sheet landscape posters will feature Tangle Foot in 30 “key urban sites nationally”, as well as 19 key roadside sites within Badger’s Dorset heartland.
Sarah Pace, Brand Manager at Badger Beer, said: “The campaign will also build on the relaunch of our brand just 10 months ago and continue to grow brand awareness, both nationally and within our Dorset heartland. With this awareness-boosting campaign we aim to increase our rate of trial and ultimately our own base of loyal customers.”
The campaign goes live on April 22, backed by social media advertising.
The Oxford versus Cambridge boat race takes place at the weekend and Wainright has signed on as the official beer partner.
This partnership will run until 2021, and it sees Wainright host a fan zone, while it has launched 350,000 promotional neck collars in the off-trade, showcasing an opportunity to win big as part of The Boat Race sponsorship.
Paul Freeman, senior marketing manager for Wainwright said: “This is a great new platform for Wainwright to be seen at an iconic national sporting day. We will get to be right in the mix of things on the day by mingling with the crowds and helping to be part of the celebration with them. Not only that, the Race also carries its own gravitas and with an estimated 250,000 spectators throughout the day, it is the start of an exciting step for Wainwright.”