STRONGBOW LAUNCHES HAUNTING COMPETITION FOR DRINKERS THIS HALLOWEEN

30th October 2016

 

 

Strongbow, the UK’s leading cider brand[1]from HEINEKEN, is giving drinkers a fright with its on-trade consumer activation ‘The Haunted’ this Halloween. Worth more than £300m[2] in 2015, Halloween is now the second biggest night in the on-trade calendar after New Year’s Eve[3]. In order to help publicans maximise this important occasion in outlet and drive growth in sales, 11,000 spook-tacular Strongbow POS kits featuring the guaranteed instant-win consumer competition will be distributed.

 

Strongbow’s ‘The Haunted’ is running in outlet from the 17th October – 3rd November, giving drinkers the chance to win a range of fang-tastic prizes including a trip to Prague and haunted hotel breaks through a peel-and-wet reveal card given with a pint of Strongbow. As well as the prize cards and merchandise prizes, each POS kit also includes a variety of blood-curdling gadgets that publicans can use to activate the competition and attract – or scare off! - people through the door over the Halloween period. Outlets will be able to fully embrace the Halloween spirit by displaying materials such as empty belly posters, a specially designed eye-catching back-bar card holder, and the paranormal activity caution tape to add that spooky touch to the venue and immerse consumers into the spooky atmosphere they are after.

 

Andy Turner, Category & Trade Marketing Director On-Trade, HEINEKEN, said: “We know how huge an opportunity Halloween is for pubs and bars and it’s definitely a key occasion for publicans to drive extra footfall and sales. It’s all about offering partygoers a fun place to spend their whole evening, and we think Strongbow’s ‘The Haunted’ adds an extra element for the consumer, driving repeat sales for licensees and keeping customers in their outlet for longer.”

New for this year, Strongbow is launching a dedicated consumer microsite for the competition, including a venue finder and code entry mechanism, alongside T&Cs and FAQs for information. There is also a dedicated trade area where publicans can find additional material to amplify the Halloween occasion, including pumpkin carving templates, pub quiz suggestions, Halloween playlists and digital assets to use on social channels.

 

[1] CGA – 09.07.16  [2] This is Money   [3] Conlumino Insights