HEINEKEN UK is launching its first consumer marketing campaign for Sevillian lager brand Cruzcampo®, with significant investment set to ramp up demand for the brand in the off trade. ‘Choose to Cruz’ will further emphasise the brand’s Spanish heritage, tapping into the demand for Mediterranean styles this summer, while also speaking to the more relaxed drinking occasions that Cruzcampo® is so well suited to. Live from the end of April to July 2024, the £10m campaign will appear across TV, VOD, OOH, radio, digital audio and social media, alongside influencer activity.
Launched into the off trade in August 2023 in response to the increased demand for Spanish lager, Cruzcampo® has performed exceptionally well. It was also the off-trade’s number one innovation in the beer, wine and spirits category during the 12-week Christmas period in 20231 , now the 14th largest draught brand2 , and officially the biggest brand launch in value in over a decade in the beer, wine and spirits category 3 . The ‘Choose to Cruz’ campaign will propel this growth further, helping wholesalers, grocers and convenience retailers boost brand awareness at a time when beer sales will be at their highest, coinciding with summer and sporting occasions.
As part of the campaign, the brand is also offering a limited-edition gift-with-purchase mechanic to bring the essence of Seville into consumers’ home. The gift-with-purchase offer includes a Cruzcampo® ceramic tile coaster or pint glass when purchasing a pack of Cruzcampo® from select stores.
The campaign itself focuses on an intriguing character rolling on a Cruzcampo® keg across the streets of Seville, Spain, and demonstrates that as life gets hectic, you can opt for the ‘Sevillian way of life’, to choose to relax, live in the moment and take things as they come – all of which embody what Cruzcampo® stands for.
Through the campaign, the brand will invite consumers to experience all there is of Seville and Cruzcampo® with vibrant billboards and social content designed to cut through the noise at busy, on-the-go locations, emphasising the spontaneous nature of the brand, and its ability to transport customers to joyful moments. This will include a disruptive takeover of Manchester Piccadilly station, alongside 3D motion screens at London stations Waterloo and Euston. This will be joined by digital activations on platforms such as YouTube to drive impact among younger audiences, alongside unmissable OOH assets displayed across UK cities. Alongside this, the brand is also unveiling an exclusive activation at Waitrose at London’s King Cross Station coinciding with the May bank holiday from 23rd of May to 1 st of June, where consumers can experience the world of Cruzcampo® and enjoy the taste of Seville.
Grace Daley, Senior Brand Manager for Cruzcampo®, says: “Due to its status in its home nation of Spain, Cruzcampo® is a brand that already has a lot of positive sentiment from consumers ‘in the know’. Holidaymakers returning from Spain, particularly from Seville, had been calling for the brand to be brought to the UK, well before it was launched last year. This existing love, combined with the huge demand for Mediterranean lagers, has resulted in great early success for operators who have listed the brand, and they continue to drive fantastic momentum for Cruzcampo®.
“The campaign brings to life the Sevillian origins of Cruzcampo® through several activations, which will launch and establish the brand as a mainstream option in the category, cutting through the noise and providing an exciting and refreshing experience.”
Born in Seville in 1904, Cruzcampo® is Spain’s number one draught beer4 and therefore offers drinkers an authentic taste of the country. A mainstream Spanish lager that offers all the advantages of premium beers at an affordable price, Cruzcampo® provides consumers with a great quality experience that is a step up from classic lager brands while remaining accessible.
To find out more about Cruzcampo®, retailers can head to HEINEKEN UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is an acclaimed, industry-acknowledged loyalty scheme providing beer and cider category guidance tailored for convenience stores. This award-winning scheme boasts over 13 years of retailer support, having collaborated with 18,000+ stores, elevating the category and fostering growth. Backed by a £10m+ investment from HEINEKEN UK, the Star Retailer scheme is dedicated to the success of your store, and retailers nationwide.
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