An on-trade campaign is to be run for Lazy Jack’s cider to tie in with the lead-up to Super Bowl XLIX on February 1.
As part of “Touch down with Lazy Jack’s”, manufacturer Halewood International is supplying point-of-sale kits including scratch cards for consumers to win Wilson-branded American footballs.
There will also be Lazy Jack’s-branded T-shirts and bottle openers. Posters will be made available to promote the giveaway to consumers.
Since launching the American-style brand last year, Halewood International has secured hundreds of listings nationwide, including smokehouses and barbecue and burger venues, sports bars and American-themed outlets.
The point-of-sale kits will be distributed free of charge to all existing listings. Additional packs can be requested by pubs, bars and restaurants.
The Super Bowl initiative will be supported by a fully integrated marketing and PR campaign, including social media engagement in the lead-up to and during the event.
The brand will also be supporting key US events throughout the year such as Independence Day and Thanksgiving.
Alex Kennedy, brand manager for Lazy Jack’s at Halewood International, said: “Lazy Jack’s has capitalised on an increasing consumer desire for American-themed lifestyle and taps into the growing trend of American-style drinks.
“The Super Bowl is therefore a perfect fit for Lazy Jack’s as the most high-profile event in the American sporting calendar to drive further interest in the brand.”