Tennent Caledonian is planning a summer of activity in the on-trade, helping to drive people into bars and pubs in Scotland to enjoy Tennent’s Lager.
It kicks off this Saturday, June 10, in Glasgow to tie in with Scotland playing England in the first round of the World Cup Qualifiers at the city’s Hampden Park.
“Currency exchange” booths are being set up in Buchanan Street in the city centre and at Hampden Park, giving English football fans a chance to change their cash into Scottish notes – playing with the traditional problem with Scottish notes being refused in England.
Vouchers will also be handed out on the day to drive drinkers into bars, pubs and clubs across the city.
To further support the on-trade, Tennent’s has partnered with Lastminute.com to give away £20,000 of holidays though scratch cards given away free with each pint of Tennent’s Lager.
Bars and pubs will also be given a range of branded holiday goodies including thousands of funny branded beach towels for redeeming with winning cards.
It is part of a new campaign called “Here to Serve” which is being run across the on-trade, retail and in city centres as well as online, promising “advice, services, tip-offs, life hacks and more”.
Promising to help solve all manner of problems for the people of Scotland including some they didn’t know needed solving, the activity will use the brand’s trademark humour to highlight Tennent’s unique role in Scottish life.
An out-of-home advertising campaign will be appearing on key advertising sites across Scotland spreading the “Here to Serve” message.
Paul Condron, marketing director at Tennent’s, said: “This is an exciting time in Tennent’s history. ‘Here to Serve’ is going to be unmissable, and we’ll be involving our customers every step of the way.
“As Scotland’s longest established brewer, our primary concern is serving Scotland and providing that service in a way that only Tennent’s Lager can – raising a smile with everything we do.
“We’ll be taking advantage of every possible opportunity to help drive sales through the tills of Scotland’s pubs, clubs, bars, convenience stores and supermarkets, and we can’t wait to get started. We’ve also got a number of exciting digital initiatives planned over the course of the next few months, making life easier for our customers whenever we can.”