This summer, Foster’s is giving consumers the chance to win a unique trip to Ayers Rock, Australia, as part of its latest on-pack promotion.  Shoppers will be in with a chance to win a variety of prizes with any purchase of a Foster’s multipack, including chill disks, chiller seats and slings, as well as well as the ultimate trip to “the thirstiest place on earth” alongside a partnership with music and discovery app, Shazam until August 31st 2018.

Shoppers need only scan the Shazam icon on the can to enter the competition and will be notified instantly if they have won one of the thousands of prizes. The lucky winner of the trip to Australia will be selected via a prize draw at the end of the campaign.

Through activating its “For the thirsty” platform throughout the summer months, Foster’s hopes to drive penetration at a time when shoppers are looking for crisp, cool refreshment. Furthermore, promoting on can means that 95% of the SKU mix can be included within the promotion, attracting more entrants and guaranteeing additional purchases of Foster’s throughout the summer.

Toby Lancaster, Category and Shopper Marketing Director for HEINEKEN, comments: With 52%[1] of beer and cider value sales taking place over key seasonal periods, our on pack promotion throughout the summer offers a great opportunity for retailers at a time when shoppers are looking for crisp, cool refreshment. Activating on can means that we that we are able to cover a greater number of our SKUs, incentivising purchases and driving additional sales for retailers over the summer months. We are very much looking forward to revealing the lucky winner at the end of August.”

Foster’s on-pack promotion is available across 4 x 440ml, 10 x 440ml, 12 x 440ml and 18 x 440ml can pack formats. The promotion is also available across Foster’s single 440ml and 568ml cans.

About HEINEKEN in the UK

Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business, and employs almost 2,200 people. They are passionate about their cider and beer brands and the outstanding service they offer to their customers. Heineken’s unrivalled portfolio of brands includes Foster’s, Heineken®, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout, backed by a full range of niche and speciality products.

[1] Nielsen Scantrack Total Off Trade


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