Strongbow Launches ‘Strongbow Nights’ to Help Pubs Following Reopening
Strongbow, the UK’s favourite cider, has launched a new on trade initiative ‘Strongbow Nights’ providing outlets with free assets to drive footfall during quieter mid-week evening occasions
Available via POS Direct on the HEINEKEN Direct ordering portal, thousands of operators will be provided with the assets required to promote and host their own quiz or musical bingo night
The launch of ‘Strongbow Nights’ coincides with the brand’s multimillion-pound master brand campaign: ‘Refreshing the Nation’, which premiered on TV, VOD, DOOH and social on Monday 3rd August
Strongbow, the UK’s favourite cider, has launched a new on trade campaign to support pubs during quieter midweek evening occasions following reopening. The new initiative ‘Strongbow Nights’ will provide thousands of operators with all the tools needed to promote and run a successful quiz and musical bingo night.
Available to existing HEINEKEN customers, ‘Strongbow Nights’ provides downloadable social media content, A2 posters, quiz sheets and bingo cards. What’s more, every week the quiz questions and musical bingo tracks will be updated so outlets can encourage repeat visits from customers.
The launch of ‘Strongbow Nights’ coincides with the Strongbow’s first ever multimillion-pound master brand campaign, ‘Refreshing the Nation’. Premiering this week, the 30” film pays homage to the Great British summer showcasing there is a Strongbow for everyone and every occasion, whatever the weather.
An emotional and uplifting look at what makes our summers so special, the advert shows an inviting and atmospheric pub scene with one the UK’s most exciting up-and-coming new bands, The Snuts performing their cover of The Lovin’ Spoonful’s Summer in the City. The ad was filmed pre-lockdown, beginning and ending in the great British pub, showcasing the fresh and modern rebrand of the range which includes Strongbow Original, Strongbow Dark Fruit and Strongbow Cloudy Apple alongside off trade exclusives Strongbow Rosé and ultra-low alcohol variant Strongbow Dark Fruit 0.5%.
Rachel Holms, cider marketing director at HEINEKEN says: “Since the on trade reopened, we have seen really positive sales from the pubs that have already opened their doors. However, the familiar pattern of quieter early- to mid-week evening occasions means pubs will be working hard to encourage more customers to visit at these times. Encouraging footfall and extending dwell time, while maintaining social distancing, will be key to increasing spend safely. So, that’s why we’ve launched ‘Strongbow Nights’, a bank of downloadable assets for operators to market and host fun and engaging quiz and bingo nights that increase footfall.
“In addition to ‘Strongbow Nights’ Strongbow will be back on TV with our new campaign ‘Refreshing The Nation’. This is our love letter to the great British summer. Filmed before lockdown, what was to be a celebration of the summer is now a reminder of what’s hopefully to come over the months ahead. With Strongbow being loved by so many it was important this was an upbeat and positive master brand campaign showcasing the inclusiveness of the Strongbow portfolio and its importance to the on trade.”
Strongbow has continued to transform the cider category, with its move last year to remove all artificial sweeteners, colours and flavours from all its ciders, calling on their years of cider expertise to ensure no difference to the taste or quality that consumers know and love.
As a pioneer of mainstream cider and leader of the category, Strongbow Original is the UK’s most popular cider and sees 300,000 pints poured every day. Strongbow Dark Fruit, the UK’s number two cider brand, accounts for 72% of the flavoured cider market. The Dual Fount enables licensees to pour both Strongbow Original or Strongbow Cloudy Apple and Strongbow Dark Fruit from one fount for the first time; research shows stocking the two leading cider brands alongside one another has been proven to boost total cider category rate of sale by a staggering 21%. Strongbow Cloudy Apple completes the range with its sweeter profile and is available from over 4,500 outlets nationwide.
Following ‘Strongbow Nights’ the brand will continue to support pubs and assist in driving footfall by delivering Strongbow ‘Carnevil’ kits to 8,000 outlets for Halloween, typically the second largest occasion (after Christmas) for the on trade.