Heineken UK is supplying the on-trade with kits for Strongbow cider this Halloween including a promotion offering consumers “spook-tacular” prizes.
For The Haunted campaign, it has sent out 11,000 point-of-sale kits featuring the competition that offers all consumers a guaranteed instant win.
Running from now until November 3, it offers prizes such as a trip to Prague and “haunted hotel” breaks through a peel-and-wet-reveal card given with a pint of Strongbow.
As well as the prize cards and merchandise prizes, each POS kit also includes a variety of blood-curdling gadgets that licensses can use to activate the competition and attract people through the door over the Halloween period.
Outlets will be able to fully embrace the Halloween spirit by displaying materials such as empty belly posters, a specially designed eye-catching back-bar card holder and the “paranormal activity caution tape” to add to the horrifying atmosphere.
With more than £300m spent on Halloween in the UK in 2015, it has become the second biggest night in the on-trade calendar after New Year’s Eve.
Andy Turner, category and trade marketing director for the on-trade at Heineken, said: “We know how huge an opportunity Halloween is for pubs and bars and it’s definitely a key occasion for publicans to drive extra footfall and sales.
“It’s all about offering partygoers a fun place to spend their whole evening, and we think Strongbow’s ‘The Haunted’ adds an extra element for the consumer, driving repeat sales for licensees and keeping customers in their outlet for longer.”
New for this year, Strongbow has launched a dedicated consumer microsite for the competition, including a venue finder and code entry mechanism, alongside terms and conditions and frequently asked questions.
There is also a dedicated trade area where licensees can find additional material to amplify the Halloween occasion, including pumpkin-carving templates, pub quiz suggestions, Halloween playlists and digital assets to use on social channels.