Heineken UK has launched its first consumer marketing campaign for Sevillian lager brand Cruzcampo.
‘Choose to Cruz’ seeks to emphasise the brand’s Spanish heritage, while tapping into the appeal of the summertime Mediterranean lifestyle and more relaxed drinking occasions.
Running until July, the £10m campaign appears across TV, video on demand, out of home, radio, digital audio and social media, alongside influencer activity.
It revolves around a delivery man who employs a somewhat unorthodox and laid-back method of transport to deliver a Cruzcampo keg across Seville and into a pub’s cellar.
As part of the campaign, the brand is also offering a limited-edition gift of either a Cruzcampo ceramic tile coaster or pint glass when purchasing a pack from select stores.
Cruzcampo launched into stores in August 2023 in response to the increased demand for Spanish lager and was the off-trade’s number one innovation in the beer, wine and spirits category last Christmas.
Grace Daley, Senior Brand Manager for Cruzcampo, commented: “Holidaymakers returning from Spain, particularly from Seville, had been calling for the brand to be brought to the UK, well before it was launched.
“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.”
