Spooky Strongbow helps pubs get in Halloween spirit

LED card holder

HEINEKEN-owned Strongbow is helping licensees cash in on Halloween sales with a themed promotional drive and competition to get drinkers in the spirit this spooky season.

Halloween is now the second biggest night in the on-trade calendar after New Year’s Eve. In order to help publicans drive sales, Strongbow has given out 11,000 POS kits called ‘The Haunted’. They include Halloween-themed display materials such as fake cobwebs, spooky glasses, empty belly posters, a haunted house back-bar card holder and a paranormal activity caution tape.

The kit also features a guaranteed instant-win consumer competition. Prizes include a trip to Prague and haunted hotel breaks won through a peel-and-wet reveal card given with a pint of Strongbow.

Prizes include a trip to Prague and haunted hotel breaks through a peel-and-wet reveal card given with a pint of Strongbow.

Andy Turner, Category & Trade Marketing Director 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 is launching a consumer microsite for the competition, including a venue finder and code entry mechanism. There is also a dedicated trade area where publicans 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.

According to the pub operator Greene King’s Leisure Spend Tracker data, nearly 25% of young adults said they’d visit their local pub at Haloween. Nearly two-thirds indicated they would spend the same or more money than they did last year.

Strongbow’s ‘The Haunted’ is running in outlets from the 17 October – 3 November.

Category: Brand News, Coronavirus, News
Tags: Andy Turner, Haloween, heineken, Strongbow