Foster’s, the Australian-born lager, has launched Foster’s Friday, a new campaign looking to quench the thirst of the nation when we’re at our thirstiest.
With Friday being the most tweeted about day of the week, often being discussed as early in the week as Monday, Foster’s is looking to tap into the popularity of the end of the working week and the growing trend of Friday evening occasions, currently experiencing +8% growth. Therefore, every Friday until1st June, customers who purchase a jug of Foster’s to share with their mates, will receive a scratchcard for their chance to win up to £1,000 cash.
Each scratchcard can be scanned via Shazam, the mobile app, and people will be taken to a site where they can win an instant cash prize.
In addition, select on-trade outlets will be randomly chosen throughout the month for a Foster’s Friday takeover. At each takeover customers can take part in the Foster’s Friday Challenge for the chance to win even more cash prizes.
Nic Casby, Brand Director at HEINEKEN UK explains “The Friday Feeling is real, and we know the British public are at their thirstiest come Friday evening, after a long week at work. We talk about Fridays more than any other day, as it’s the perfect time for people to unwind, refresh and catch up with friends. Foster’s Friday is our way of rewarding thirsty Brits with the chance to win cash prizes, simply by enjoying an ice-cold refreshing jug of Foster’s with friends. We feel this campaign will kick start our consumers’ weekends in the best way possible!”
The campaign, which rolled into outlets from the start of May, will be supported by a paid for media campaign consisting of print, social and You Tube content.
Foster’s is performing well in the UK on-trade, generating 2.5% value growth and increased throughput of 4.6% volume ROS over the last 12 months, showing there is still a clear demand for classic lager in the on-trade despite the rise in popularity of craft and premium lager. Recent research has also shown that outlets switching from the nearest leading competitor, to Foster’s experience a volume increase of 6%, while also enjoying incremental value due to the higher price point per pint.