Mast-Jaegermeister UK continues to support its on-trade customers with a multi-faceted, fully integrated Halloween campaign complete with more than 1,500 themed kits and brand activation events across the UK.
Halloween is the second-most popular sales occasion for late night consumers behind the festive period of Christmas and New Year’s Eve, meaning it’s the perfect opportunity to drive incremental sales with as many as one in five 18- to 34-year-olds celebrating Halloween last year1.
This year’s campaign welcomes the return of the Schädelmann for the second year whose mission is to ‘enslave’ even more victims. This hooded skeleton character embodies the spooky spirit of Halloween and appears on all key Jägermeister visuals.
Jonathan Dennys, consumer marketing and insights controller, Mast-Jaegermeister UK says: “This is the sixth consecutive year that Jägermeister has been the ‘Spirit of Halloween’. This year’s campaign has been created to help our on-trade customers host a great night, engage with their customers and most importantly drive sales.
“Halloween falls on a Thursday this year, which means that celebrations will not only be taking place on the night, but the weekend before and after the 31st of October Our customers can expect us to provide themed POS, giveaways and materials for the bar staff that will help drive footfall and keep customers entertained whilst enjoying a great night out.”
Jägermeister Halloween kits include bunting, bespoke back bottle labels, display cards, vinyl cutouts, chalkboard stickers and Trick or Treat scratch cards given out with every Jägermeister sold. They reveal tricks or treats that the consumer has to perform such as doing the ‘Thriller’ dance or getting to skip buying a round of drinks. Large-scale activation kits will also include hanging ghouls, banners and a selfie curtain with the campaigns key visual encouraging consumers to partake in the Halloween festivities and share their night on social media.
Dennys says: “Social media is an important element of this campaign. Creating shareable and likeable content as we continue to engage with our consumers across the UK is key. We want to give consumers the opportunity to have the best nights with their friends, so we are backing this campaign with an integrated social media approach using the hashtag #jagerhalloween. Where possible, we are also encouraging our customers to get involved.”
Throughout the week of Halloween, pinnacle events are being activated in Walkabout venues across the country and consumers can book a haunted canal experience near Kings Cross, journeying under the Caledonian Road and through the 1km Islington tunnel. This activation is in conjunction with Ladies and Gentleman cocktail bars based in north London where the ‘The Dark Spirit’ journey begins. Consumers can book tickets and get more information on DesignMyNight
1CGA December 2018