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 on-trade by driving customers into venue. ‘Choose to Cruz’ will emphasise the brand’s Spanish heritage, tapping into consumer 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.

Cruzcampo® was launched into the on-trade last spring by HEINEKEN UK in response to increased demand for Spanish lager among UK drinkers, a sector which is growing +34.9% in value MAT, accounting for one in four pints of total draught premium and world lager1.

The impact Cruzcampo® has already had in the UK on-trade since its launch has been unprecedented. It is now pouring in over 9,600 outlets and is the 14th largest draught brand2, establishing itself as the biggest brand launch in over a decade in the beer, wine and spirits category3, a remarkable rise considering it’s been on the market for less than a year. The awareness driven by the new ‘Choose to Cruz’ campaign is expected to elevate the profile of Cruzcampo® even higher in pubs and bars, driving new customers to explore the brand.

As part of the campaign, new PoS materials will be available to publicans via the Eazle platform. This will include Sevillian-themed garden kits for certain outlets with orange trees, cushions, blankets and ceramic tile coasters. The PoS materials have all been designed to capture the attention of new and existing customers, and encourage them into venues where they can taste Cruzcampo®. For operators interested in working closer with HEINEKEN UK and to find out more information about Cruzcampo®, they can head to eazle.co.uk/huk/en/cruzcampo.

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.

To help drive people into venue, 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. By targeting people at these key locations, the brand aims to put Cruzcampo® at the forefront of consumers’ mind during the summer.

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 beer 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.