Heineken UK is launching ‘Choose to Cruz’, its first consumer marketing campaign for its Spanish lager brand Cruzcampo.

Live now until July 2024, the £10m campaign is appearing across TV, VoD, out-of-home, radio, social media and influencer activity.

It aims to emphasise the brand’s Spanish heritage, tapping into the demand for Mediterranean styles this summer and relaxed drinking occasions.

Birra Moretti launches unfiltered Sale di Mare variety

Since launching into the off-trade in August 2023, Cruzcampo has performed strongly, becoming the number one innovation in the beer, wine and spirits category during the 12-week Christmas period.

It has also gained further exposure in the on-trade, becoming the 14th largest draught brand. These successes have contributed to it becoming the biggest brand launch in value in the beer, wine and spirits category in more than a decade.

As part of the campaign, the supplier is offering a limited-edition gift-with-purchase mechanic. Shoppers can get a branded ceramic tile coaster or pint glass when purchasing a pack of Cruzcampo from select stores.

Read more product news