Budweiser Brewing Group has worked with Morrisons to create a novel shopping experience for customers of the supermarket in Sutton, in support of Bud Light’s sponsorship of the England Men’s Football team.

The installation brings a touch of Wembley to the supermarket by transforming its long, enclosed entrance tunnel into the Stadium’s walkout experience. This innovative activation, designed in collaboration between Budweiser Brewing Group and Morrisons, is intended to foster a feeling of togetherness and encourage shoppers to get behind the England Men’s Team as it continues its international campaign this summer.

When walking through the specially designed tunnel, customers are surrounded by brightly coloured Three Lions livery, including a wall emblazoned with the shirts of each England player. In store, the football focus is continued with displays of the newly launched Bud Light Boxheads, including photo opportunity standees.

As officially the official beer of the England Men’s Football team, Bud Light has created the larger-than-life Boxheads – packs of 12 and 20 bottles which feature the faces of Jordan Pickford, Kyle Walker and Kieran Trippier. Boxheads are designed to bring football fans closer to the action this summer, as well as helping retailers tap into the increased sales growth opportunity around the international football. To further mark its sponsorship, Bud Light has launched a limited-edition England can design featuring The Three Lions – this design helped to inform the Morrisons installation, to drive recall amongst shoppers.

Speaking on the installation, James Waterworth, Head of Trade Marketing at Budweiser Brewing Group, commented: “Morrisons challenged us to create a best-in-class activation that would be a real point of difference for their shoppers – and with this Three Lions installation, we have certainly delivered on that! By bringing Wembley to this Morrisons store, we have created a unique immersive experience that will be a real draw for any football fan. For us, this was the ideal way to mark our sponsorship of the England Men’s Team and the launch of our Boxheads. We’re proud to be championing the England team this summer and encouraging Morrison’s customers to do the same.”

Underpinning the installation is the knowledge that TV sports represents a huge driver for beer sales – an additional 31m pints were sold during the 2018 World Cup compared with the previous summer. Tournament sponsor brands offer retailers a significant growth opportunity, with 55% of shoppers more likely to opt for ‘official sponsor’ brands over their usual beer choices. Bud Light, the UK’s best performing draught standard lager brand, with a repeat purchase rate of 31%, is a most stock for stores looking to make the most of the international football opportunity this summer.

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