Heineken UK is launching its first consumer marketing campaign for Sevillian lager brand Cruzcampo, with significant investment aimed at ramping up demand for the brand in the off-trade.
‘Choose to Cruz’ will further emphasise the brand’s Spanish heritage, tapping into the demand for Mediterranean styles this summer, while also speaking to the more relaxed drinking occasions that Cruzcampo is so well suited to. Live until July, the £10m campaign will appear across TV, VOD, OOH, radio, digital audio and social media, alongside influencer activity.
Launched into the off-trade in August 2023 in response to the increased demand for Spanish lager, Cruzcampo has performed well. It was the off-trade’s number one innovation in the beer, wine and spirits category during the 12-week Christmas period in 2023, now the 14th largest draught brand, and officially the biggest brand launch in value in over a decade in the beer, wine and spirits category. Heineken stated that the ‘Choose to Cruz’ campaign aims to propel this growth further, helping wholesalers, grocers and convenience retailers boost brand awareness at a time when beer sales will be at their highest, coinciding with summer and sporting occasions.
As part of the campaign, the brand is also offering a limited-edition gift-with-purchase mechanic to bring the essence of Seville into consumers’ home. The gift-with-purchase offer includes a Cruzcampo ceramic tile coaster or pint glass when purchasing a pack of Cruzcampo from select stores.
Grace Daley, Senior Brand Manager for Cruzcampo, said: “Due to its status in its home nation of Spain, Cruzcampo is a brand that already has a lot of positive sentiment from consumers ‘in the know’. Holidaymakers returning from Spain, particularly from Seville, had been calling for the brand to be brought to the UK, well before it was launched last year. This existing love, combined with the huge demand for Mediterranean lagers, has resulted in great early success for operators who have listed the brand, and they continue to drive fantastic momentum for Cruzcampo.
“The campaign brings to life the Sevillian origins of Cruzcampo through several activations, which will launch and establish the brand as a mainstream option in the category, cutting through the noise and providing an exciting and refreshing experience.”
NAM Implications:
- This £10m build on the 2023 launch of Cruzcampo has to benefit the brand.
- Time for rivals to reassess this part of the category…
