Cross-industry marketing campaign There’s A Beer For That is kicking off a raft of activity including partnerships with Tesco and Sainsbury’s and the rollout of a new online beer database.
Available on desktop, mobile and tablet, Beer Explorer is an evolution of the #BeerMatch service already offered on Twitter, which enables users to request a beer to go with a dish. The new database, launched on 1 June, features details and tasting notes for over 1,000 beers. Its functionality is to be extended to allow users to find beers based on location, food match and stockist.
There’s A Beer For That is encouraging breweries of any size to submit beers to the database, regardless of whether they are a member of Britain’s Beer Alliance, the body behind the campaign.
A TV ad that debuted last November is returning to TV for two months from June, as well as on All4 and ITV Player. It will be shown in cinemas for the first time - targeting screenings close to evening dining occasions. This will be accompanied by digital and outdoor ads, running at key train stations and major supermarkets between 4pm and 7pm for four weeks in August and September.
This year’s media spend of £5m was the same as last year, said TABFT director David Cunningham, but reusing the same ad meant more money for buying airtime. As a result, the campaign is increasing its TV reach by 50%-60%, and it has doubled its spend on VOD and paid social media. In total, 83% of ABC1 adults are expected to see the campaign.
TABFT is also launching a second in-store promotion with Tesco - this time focusing on barbecue. Running across the Tesco estate from this week, it will use shelf talkers to suggest beer and barbecue food matches. The campaign is also running an online promotion with Sainsbury’s in the run-up to Father’s Day, and Cunningham said he was open to working with other retailers in the future.
“We’ve gone from strength to strength since we launched in October last year, and we’re excited to be announcing a host of new marketing initiatives and activity that will continue to help shift attitudes and drive a positive behaviour change towards beer,” said Cunningham.
Total beer sales in the year to March were flat at £2.19bn [Kantar 52 w/e 29 March 2015].
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