Molson Coors has launched a new barbecue-themed on-pack promotion for its Staropramen brand.
The promo sees Staropramen partner with chef Heston Blumenthal and his ‘Everdure by Heston Blumenthal’ BBQ range in a global campaign under the tag line ‘BBQ Like an Expert’.
From 1 May until 30 June, consumers in the UK and Ireland can scan a QR code on packs of Staropramen and in-store POS to enter, with the chance to win an Everdure by Heston Blumenthal 4K BBQ, as well as Staropramen-branded BBQ accessories and supplies.
The campaign will be supported by digital advertising, paid social media activity, and in-store POS.
Staropramen has also worked closely with Michelin-starred chef Simon Hulstone to create inspiring video content with BBQ ideas for consumers to try out throughout the summer season.
The promotion builds on the brand’s 11.4% value sales growth after a multi-million-pound investment last year, which included the launch of Staropramen’s biggest-ever marketing campaign – ‘Brewed By Experts, For Experts’ – and more recently the launch of Staropramen 0.0% in March.
Kathryn Reynolds, Marketing Controller for Premium Beers at Molson Coors Beverage Company, said: “Our interactive campaign is designed to encourage consumers to do the same by spicing up their barbecues this summer. We hope the interactive on-pack promotion and POS materials will help retailers drive sales and engage shoppers in a memorable way.”
