John Smith's takes 'Smooth Favourite' to UK Pub Drinkers

6th February 2014

John Smith's is amplifying its long-running association with horse racing through its 'Smooth Favourite' campaign, an on-trade initiative designed to give drinkers a chance to 'buy one ticket and get one free' at 28 jump and flat racecourses across the UK.

John Smith's Extra Smooth, HEINEKEN’s leading ale brand, is the nation's number one ale. The brand enjoys strong ties with horse racing, stretching back more than 50 years.

The 'Smooth Favourite' creative theme will pair top quality racing and John Smith’s Extra Smooth in over 2,000 pubs and bars across the country. Campaign kits hit on-trade outlets this month, supporting the popular horseracing promotion that runs until the end of the year.

Kits include posters, fixture lists and sign-up forms, brought to life with green chalkboards featuring a selection of calls to action. They allow landlords to take ownership of the BOGOF offer and invite and reward regular customers with a group day out at the races. A range of permanent point of sale items, which includes a wall calendar that provides a list of all the races planned for 2014, can be used to establish a pub as a hotbed of racing.

The racing offer is also featured on the John Smith’s website where tickets are advertised with instructions for all consumers to purchase.

Rebecca Haigh, senior brand manager-John Smith’s, at HEINEKEN said: “'Smooth Favourite' will build on our hugely popular 'Smooth as Silks' campaign from last summer. The new promotion will bring fresh impetus and grow brand saliency for John Smith’s, reaching primary target consumers across the UK this year by driving engagement between racing and local pubs. The promotion puts John Smith's drinkers at the heart of the racing occasion.“