Jägermeister has launched a TV ad campaign designed to reach 18 to 34-year-old men in the run up to Christmas.

Its new Craft the Moment ad will air between shows like The Walking Dead on Fox and Sky Sports’ coverage of Man Utd v West Ham.

Mast-Jaegermeister UK said it will be seen by 4.3 million men aged 18-34 on at least 4.4 occasions. This group is its target audience and it said it will reach 64% of it.

Marketing director Nicole Goodwin said: “We’re proud to announce that the successful Craft the Moment advert will be back on air, showcasing the attention that goes into making our herbal elixir and the friendship it celebrates.

“In the advert we highlight the 2cl miniatures which have outperformed expectations in both the on and off-trade since the previous TV campaign aired and we feature our new bottle in the end frame.

“Another 400,000 target consumers will be able to watch the advert on YouTube as we trial new digital platforms to communicate our brand messages.” 

The Craft the Moment creative will also be on display at 228 sites across the London Underground, “grabbing consumer’s attention as they head out to enjoy Christmas festivities”, and a cinema campaign will hit a further 500,000 people.