S&N puts 2m behind Foster’s digital campaign

Scottish & Newcastle is launching a major digital push for lager brand Foster’s as part of its 45m marketing investment behind the brand.

Foster%20logoScottish & Newcastle is launching a major digital push for lager brand Foster’s as part of its £45m marketing investment behind the brand.

The £2m digital campaign will include the launch of a new website with a user-generated content element that will allow consumers to upload videos of themselves and their friends “in action”. It will be supported by ads on men’s lifestyle websites.

The campaign will also include viral activity, with three short films on various third party sites to lure traffic to the website.

Foster’s brand manager Rick Lawrence says: “Historically Foster’s use of digital platforms has been limited to a fairly corporate website offering consumers the opportunity to find out more about our beers, watch our ads and find out where promotions are happening in pubs and bars near them.”

He adds that the brand is now keen to leverage digital media as a “key touch point” for its target audience of 18-to 24-year-old men. As part of this strategy, the brand has created eight online characters, including Lord of the Dance and The Kebab King.

Lawrence adds: “There is a credible role for Foster’s to provide entertainment as the laid-back lager brand which does not take itself too seriously.”

In the standard lager category, Foster’s continues to trail the category leader, Carling.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here