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.
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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.
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