HEINEKEN UK is launching its first consumer marketing campaign for Sevillian lager brand Cruzcampo®, investing £10m to ramp up demand for the brand in the on-trade.
‘Choose to Cruz’ will emphasise the brand’s Spanish heritage, tapping into consumer demand for Mediterranean styles this summer, while also speaking to the more relaxed drinking occasions that Cruzcampo® is so well suited to. Live from the end of April to July 2024, the campaign will appear across TV, VOD, OOH, radio, digital audio and social media, alongside influencer activity.
Cruzcampo®, which was born in Seville in 1904, is already the biggest brand launch in over a decade in the beer, wine and spirits category, becoming the 14th largest draught brand, was only launched by HEINEKEN UK last spring following a surge in consumer demand for Spanish lager in the UK – up almost 35% in value MAT and accounting for one in four pints of total draught premium and world lager.
Grace Daley, Senior Brand Manager for Cruzcampo®, says, “Due to its status in its home nation of Spain, Cruzcampo® is a brand that already has a lot of positive sentiment from consumers ‘in the know’.
“Holidaymakers returning from Spain, particularly from Seville, had been calling for the brand to be brought to the UK, well before it was launched last year. This existing love, combined with the huge demand for Mediterranean lagers, has resulted in great early success for operators who have listed the brand, and they continue to drive fantastic momentum for Cruzcampo®.
“The campaign brings to life the Sevillian origins of Cruzcampo® through several activations, which will launch and establish the brand as a mainstream option in the category, cutting through the noise and providing an exciting and refreshing experience.”
The new £10 ‘Choose to Cruz’ campaign focuses on an intriguing character rolling on a Cruzcampo® keg across the streets of Seville, Spain, and demonstrates that as life gets hectic, you can opt for the ‘Sevillian way of life’, to choose to relax, live in the moment and take things as they come – all of which embody what Cruzcampo® stands for. It is expected to grow the profile and the demand even higher in pubs and bars over the summer months.
As part of the campaign, new PoS materials will be available to publicans via the Eazle platform. This will include Sevillian-themed garden kits for certain outlets with orange trees, cushions, blankets and ceramic tile coasters. The PoS materials have all been designed to capture the attention of new and existing customers, and encourage them into venues where they can taste Cruzcampo®. For operators interested in working closer with HEINEKEN UK and to find out more information about Cruzcampo®, click here.