Jägermeister, the 3rd best-selling spirit brand in the UK on-trade1, is investing almost half a million pounds in a promotional campaign which will give groups of friends the chance to ‘Give It A Shot’ this summer and take part in a host of unique experiences.
The campaign will be hosted on the Jägermeister Facebook page from June 22, www.Facebook.com/JagermeisterUK, and is centred around one big epic, secret Jägermeister culmination event in October which promises to be an unforgettable night.
Jägermeister is all about deep bonds and true friendship, so the campaign is looking for groups of mates who understand that it doesn’t matter where you go, as long as everyone is in. Entry is via a new app which allows you and three mates to be added to an event guest list, with a final draw taking place to choose the final attendees to the epic event. Aside from the main event, other ‘money can’t buy’ rewards on offer include invitations to four smaller Jägermeister events around the country and unique festival experiences.
Recruitment for the campaign will be driven via the infamous brand experience team of Jägerettes along with a dedicated partnership with Bauer media across its print, TV, online and radio platforms which will reach almost 4million of its 25-35 year old male audience.
The Jägerettes will engage and encourage groups of friends to Give It A Shot as part of their in-outlet activity and, in addition to key town and city centre venues, will also have a significant presence at Latitude, Kendall Calling, and Leeds music festivals over the summer.
Nicole Goodwin, Jägermeister UK Group Marketing Manager, says: “The activation ties into Jägermeister’s ‘It Runs Deep’ ethos and encompasses the brand’s role in celebrating and facilitating the deep bonds amongst groups of friends. The activation is simple – we take good friends and give them the chance to Give It A Shot and win themselves access to the event of the year, helping them to create long-lasting memories.
As well as providing consumers with unique experiences, retailers and licensees will benefit from this activity at a key time of year and tap into the sales opportunity during this period of heightened awareness for the brand.
Best served as an ice cold shot, Jägermeister is a unique herbal liqueur that was developed by Curt Mast from a secret recipe of 56 herbs and spices. Globally, 6.9million nine litre cases of Jägermeister were sold in 2012. Jägermeister is distributed in the UK by Cellar Trends. For more information please call: 01283 217703
For further information or to speak to a spokesperson, please contact Clarion.Jägermeisterteam@clarioncomms.co.uk t: 0207 343 3135
Notes to Editors:
Festivals where the Jägerettes will be present this summer promoting ‘Give It A Shot’:
- Latitude – 18-21 July
- Kendal Calling – 26-28 July
- Leeds – 23-25 August
Made using a secret blend of 56 different herbs, blossoms, roots and fruits including star anise, cinnamon bark and ginger roots, the recipe has not changed since its inception
Jägermeister is 7th in Impacts top 100 global brands (according to Impact International)
Jägermeister is the 3rd largest spirit brand in the UK on trade (CGA Brand Index Volume MAT to 29.12.2012 P13 2012)
Jägermeister literally means ‘Master Hunter’ and the distinctive Jägermeister stag head logo refers to the legend of St. Hubertus – the patron saint of Hunters. Inventor Curt Mast was himself a passionate hunter and dedicated his new liqueur to fellow hunters
Jägermeister is made by Mast-Jägermeister SE, in Wolfenbüttel Germany and distributed in the UK by Cellar Trends (www.cellartrends.co.uk)