Foster’s gets that Friday feeling with new on-trade campaign


Foster's glass

Heineken UK is tapping into that Friday feeling with a new on-trade campaign for lager brand Foster’s.

Every Friday from May 4 to June 1, customers who buy a jug of Foster’s to share with friends in a pub or bar will receive a scratchcard for a chance to win up to £1,000 in cash.

Each scratchcard can be scanned via mobile app Shazam, taking people to a site where they can win an instant cash prize.

In addition, selected on-trade outlets will be randomly chosen throughout the month for a Foster’s Friday takeover. At each takeover event, customers can take part in the “Foster’s Friday Challenge” for the chance to win even more cash prizes.

The campaign is based on the insight that Friday is the most tweeted about day of the week, often being discussed as early in the week as Monday. The brand is looking to tap into Friday evening occasions, currently experiencing growth of 8%.

Nic Casby, brand director at Heineken UK, said: “The Friday feeling is real, and we know the British public are at their thirstiest come Friday evening, after a long week at work. We talk about Fridays more than any other day, as it’s the perfect time for people to unwind, refresh and catch up with friends.

“Foster’s Friday is our way of rewarding thirsty Brits with the chance to win cash prizes, simply by enjoying an ice-cold refreshing jug of Foster’s with friends. We feel this campaign will kick start our consumers’ weekends in the best way possible.”

The campaign will be supported by a paid-for media campaign consisting of print, social and YouTube content.

Foster’s is performing well in the UK on-trade, generating 2.5% value growth, which Heineken UK sees as proof that there is still a clear demand for classic lager in the on-trade despite the rise in popularity of craft and premium lager.

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