Independent drinks manufacturer Halewood International has revealed a new point-of-sale promotion for its Lazy Jack’s brand of cider to coincide with the NFL Super Bowl.
Posters and scratch cards will be distributed to on-trade retailers in the build-up to the annual American football game, with the opportunity for participating consumers to win prizes including Wilson American footballs, Lazy Jack’s-branded T-shirts and bottle openers.
The campaign, labelled “Touchdown with Lazy Jack’s”, will be supported by marketing, PR and social media activity followed by further audience engagement for the key holidays of independence day and thanksgiving.
Alex Kennedy, brand manager for Lazy Jack’s, said: “Lazy Jack’s has capitalised on an increasing consumer desire for American-themed lifestyle and taps into the growing trend of American-style drinks. The Super Bowl is therefore a perfect fit for Lazy Jack’s, as the most high profile event in the American sporting calendar, to drive further interest in the brand.” Halewood, the UK’s largest independent drinks manufacturer, describes the Lazy Jack’s brand as an “American-style cloudy cider… inspired by the unbearable heat of the Mississippi mid-summer”. It is produced under the brand Mississippi Woodshed Brewing Co.
The new point-of-sales kits will be available to the brand’s current stockists, which include smokehouses, barbecue and burger venues and sports bars nationwide.
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