First Marketing Campaign for Lazy Jack’s Cider
17 Nov 2014 --- Halewood International has announced the first major marketing campaign for its cloudy apple cider brand, Lazy Jack’s.
Lazy Jack’s was successfully launched earlier in the year at the Grillstock BBQ and Music Festivals in Bristol and Manchester as a major new proposition within the cider category. The brand has distinctive American undertones, with a striking green 12 fl. oz. (355ml) bottle, containing a quality cloudy cider which appeals to younger, 22-30 year old consumers.
The campaign will feature outdoor digital 6-sheet advertising across key sites from November. Halewood’s events team will also be hosting both in-store and car park sampling throughout November and December in their Lazy Jack’s road trip at Tesco stores using a branded Chevy to create standout and to reference the brand’s American connotations.
Lazy Jack’s will be supported from a consumer perspective, with PR initiatives featuring brand ambassador DJ BBQ, and promotion through relevant events such as Thanksgiving and Independence Day, supported by the brand’s social media channels and website with an extensive digital campaign.
Lazy Jack’s has secured a number of recent listings which this campaign will seek to build on, including a single bottle format in Tesco and 4-pack format in Bargain Booze stores in the Off Trade, and single bottles in the back-bar fridge with Punch Taverns and Flaming Grill outlets in the On Trade.
Halewood International will be distributing activation kits, which include Lazy Jack’s branded FSDUs in the Off Trade, and wooden bottle openers, posters, rubber gutter mats and drip mats to support licensees, in order to promote the brand to customers.
Alex Kennedy, brand manager at Halewood International, comments: “There has been significant interest from both the trade and consumers since we launched Lazy Jack’s at Grillstock. The brand proved to be the most popular alcoholic drink throughout the events, reaching over 10,000 consumers, and paired particularly well with a range of BBQ foods.
“Following a number of major listings, we believe it is the right time to launch an above-the-line campaign in order to broaden the exposure of the brand with consumers in the lead-up to Christmas.”
