Food Brands Group is to launch a music-based, off-trade promotion for 33 Export Lager to roll out through major retail outlets, including Sainsbury’s, Safeway, Tesco and Thresher later this month.
The campaign, intended to increase existing customer loyalty while encouraging brand switching and trial, includes an on-pack instant win offer of a compilation CD.
The push will be promoted on Virgin Radio with a sponsorship package during the Workforce Request slot.
It was created by Parratt Lyall Communications. Account manager Cath Lomax says:
“We chose music as the theme for this campaign because of its appeal to a younger market- and to both sexes.”