Sevillian brand rolls on Spanish roots for holiday months
THE Heineken UK brand Cruzcampo is set to ramp up demand for the lager across the off-trade with its latest marketing campaign.
Dubbed the ‘Choose to Cruz’ campaign, the new marketing will tap into Cruzcampo’s Spanish heritage over the summer months when trips to the country are in high demand.
Running now until July 2024, the £10million campaign will be seen across TV, video-on-demand, OOH advertising, radio, digital audio, social media as well as a raft of influencer activity.
The campaign features an “intriguing character” rolling on top of a Cruzcampo keg across the streets of Seville and Heineken said it will demonstrate that when life gets hectic, you can opt for the Sevillian way of life to relax and live in the moment.
The Cruzcampo brand is also offering consumers a unique gift as part of the campaign via a gift-with-purchase activation which could see consumers pick up a Cruzcampo ceramic tile coaster or pint glass when purchasing a pack of the Sevillian lager from select stores.
The Cruzcampo range comes in a variety of formats that suit a wide array of consumer needs including a 330ml single bottle (£1.40 RRP), 12-pack of 330ml bottles (£12.50 RRP), a 660ml single bottle (£2.75 RRP), a four pack of 440ml cans (£6.25 RRP), a 10 pack of 440ml cans (£6.25 RRP) and a four pack of 568ml pint cans (£7 RRP).
Grace Daley, senior brand manager for Cruzcampo, said: “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.”
