Heineken UK is pushing fast-growing Spanish beer brand Cruzcampo throughout the spring and early summer with a £10m TV campaign incorporating video on demand, out-of-home and social media activity.
The Edinburgh headquartered brewing giant tasked creative agency Lucky Generals to open the eyes of British drinkers to the European brand with an all-medium approach that includes influencer and public relations work.
Choose to Cruz emphasises the brand’s roots in Seville by inviting further flung consumers to relax in their local bar with a slice of Spain in hand.
HEINEKEN UK’s Cruzcampo senior brand manager, Chris Buckwell said: “For an audience who are bound by planning and scheduling, it’s the relaxed spontaneity of life in Seville that is most desirable, and we want to give consumers just that by making Cruzcampo® feel like the best of Seville in a glass.”
The television ad sees a mysterious character navigate the winding streets of Seville on a beer keg, expertly rolling into a beer cellar before settling down for a well-earned pint of Cruzcampo.