Foster’s is ramping up its support for the on-trade’s biggest drinks category – classic lager – by pumping millions of pounds into its first major marketing campaign in 4 years. The new ATL and BTL campaigns brings iconic Aussie duo Brad and Dan back to the nations’ screens to drive consumers to choose Foster’s at the bar, while pubs will benefit from activation kits including TVs and sound equipment.
Classic lager remains a vital part of the on-trade, accounting for 37% of all lager consumed in pubs and bars. With a volume rate of sale more than double that of premium lager, there is still clear demand for mainstream lager brands with high throughput.
Even more so in the current economic climate, a well-known, trusted classic lager offers consumers a refreshing drink at an affordable price point. Recent research shows that two-thirds of beer drinkers tend to stick to one or two preferred brands. Over half of these of these revealed that they preferred the reassuring experience of a drink they know and like rather than taking the risk of experimenting with something new. Foster’s guarantees customers a great experience at an accessible price, meeting the demands of those looking to control their spending without sacrificing enjoyment or a quality experience.
Matt Saltzstein, HEINEKEN UK Beer Brand Unit Director, said “Foster’s new campaign aims to put the beer front of mind again with consumers and ensure classic lager remains a great seller on any operator’s bar, protecting the high-volume ROS of the category. Foster’s is always a ‘good call’ for customers, providing them with a straightforward delicious beer perfect to enjoy when meeting friends in the pub.”
The new campaign will encourage consumers to approach life with the brand’s famous Aussie positivity.’ Alongside the return of Brad and Dan, consumers will also see communication on social media, making the brand highly visible across the busy summer months. New Foster’s stockists will also receive install support, including darts kits, audio-visual equipment, and more, to help drive footfall and promote social occasions.
Operators interested in stocking Foster’s can find out more here.