Jägermeister Set to Roll Out Second Phase of Multi-Million Pound ‘It Runs Deep’ ATL Campaign

Jägermeister, the No.1 speciality spirit in the UK1, is building on the success of its first ever ATL campaign in the UK with a second burst of activity in February and March of this year.

The ‘It Runs Deep’ campaign, originally launched in November 2012, will roll out nationally and including outdoor, print, digital and social media advertising.

The campaign is built upon Jägermeister’s new brand ethos – ‘It Runs Deep’ – celebrating the deep and meaningful bonds experienced between true friends and brought together through Jägermeister. The ethos also links directly back to the product and its depth – the brand’s heritage, the alchemy of its secret ingredients, the ice cold serve and multi-layered and complex taste, which all run deep.

The campaign is being driven by outdoor media, commencing on 25th February. Featuring 48 and 6 sheets of the two creatives, ‘Deep Freeze’ and ‘Give it a Shot,’ the campaign will appear throughout the London Underground network, as well as roadside in key UK cities including London, Manchester, Bristol, Leeds, Sheffield, Newcastle, Edinburgh and Glasgow.

New for the second phase, Jägermeister will also be running mega 6 sheets and a banner in Central Manchester. The digital activation is running in parallel from 25th February to 31st March and will be supported by a consumer competition on the recently revamped Jägermusic UK Facebook page (http://www.facebook.com/JagermusicUK.)

The digital activity will include banners, skins and flash executions across similar on-line and social sites, ultimately driving consumers back to the Jägermeister Facebook page

Jägermeister UK Group Marketing Manager, Nicole Goodwin, said: “It was important to create a big impact in the first phase in order to introduce the new ‘It Runs Deep’ creative. For this second stage, Jägermeister will build further awareness of the campaign, keeping Jägermeister front of mind to drive sales in all channels.

It Runs Deep’ represents Jägermeister’s role as a drink that brings true friends together, it is no cheap shot for shallow friends but a toast to bonds that are deep, meaningful and true. Friends come together during the ‘shot moment’ of Jägermeister, strengthening the bonds that already run deep amongst them and leaving them with a shared experience that lives long in the memory.

Since Jägermeister was introduced into the UK in 2005, consumers have embraced its unique taste and personality and it has grown year on year to become the UK’s no. 1 speciality spirit with a value of £139million1.

Best served as an ice cold shot, Jägermeister is a unique herbal liqueur that was developed by Curt Mast from a secret recipe in 1934 and first launched in Germany a year later. Jägermeister is distributed in the UK by Cellar Trends. For more information please call: 01283 217703

For trade media enquires, contact Clarion Communications

Kathryn Platt: T 0207 343 3135 or email kplatt@clarioncomms.co.uk

James Regal: T 0207 343 3108 or email jregal@clarioncomms.co.uk

Notes to editors:

Jägermeister is distributed in the UK by Cellar Trends. www.cellartrends.co.uk

The It Runs Deep creatives:

‘Give it a Shot’ features the distinctive Jägermeister bottle with two shot glasses set against a deep layered background of the 5 popularly known product ingredients – star anise, cardamom, cinnamon, ginger and orange peel (Jägermeister is actually created from 56), all encased in ice. Each element was shot separately in acrylic and the layers were compiled together to create a visually stunning effect. The strap-line reads ‘Give It A Shot. Ice Cold Shot’ with the distinctive stags head logo and ‘It Runs Deep’ as a sign off.

‘Deep Freeze’ features the Jägermeister bottle dramatically frozen within a block of clear ice and two shot glasses set in front. The deep layered background of ingredients encased in ice remains while the strap-line reads ‘Deep Freeze. Ice Cold Shot’ with the ‘It Runs Deep’ sign off in the corner. Photography is by award winning photographer James Day.

Jägermeister Overview:

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 the World’s 8th best-selling premium spirit brand (according to Impact International)

Jägermeister is the 7th largest spirit brand in the UK on trade (Source CGA – Period 9 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)

Media buying for the campaign was handled by AMS

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