Cruzcampo Takes
Centre Stage
Fostering Comic Genius
AROUND THE WORLD
World of Heineken 43 winter 2010
Heineken Spain's Cruzcampo Gran Reserva took centre stage
in top restaurants in Valencia during Cuina Oberta - Valencia
Restaurant Week - this summer, offering customers an exclusive
and innovative gastronomic experience accompanied by great
beer. During this special week, locals and visitors alike could
experience first hand the perfect marriage between Cruzcampo
Gran Reserva and good food.
As the star of this special event, Cruzcampo Gran Reserva was
treated in the same way as fine wines. Professional sommeliers
ensured that the beer was served correctly, giving diners the best
experience of tasting beer with different food combinations.
Valencia Restaurant Week was created to encourage consumers to
enjoy unique sensory experiences and to improve the reputation
of the regional cuisine. The event raised the profile of Cruzcampo
Gran Reserva as the perfect accompaniment to a superior
gastronomic experience.
Cruzcampo's participation in Cuina Oberta was part of a wider
programme, which Heineken Spain has been running since 2003.
It reinforces the positive contribution beer makes to society by
educating opinion leaders in the Spanish gastronomy sector. The
PR campaign has won numerous accolades since 2005 and now
more than 80% of Spanish consumers are aware of the nutritional
value of beer and its excellent fit with good food. Following a
decline in beer consumption in the 1990s, beer sales in Spain have
doubled over the last ten years.
www. cruzcampo. es
Heineken UK's Foster's lager is harnessing the power of
humour to engage with consumers and build on its position
as the UK's number two beer brand.
At this year's Edinburgh Festival Fringe, the Foster's brand
gave its name to the Foster's Comedy Show Awards for the
first time in the event's 30-year history. According to Mark
Given, Heineken UK's Brands Director, comedy is a great fit
with Foster's. "Humour has been enshrined in the DNA of
the brand since Foster's was memorably introduced to UK
drinkers by Aussie comedian Paul Hogan. We know comedy
plays an important role in the lives of our target customers.
Like any other marketer, we're considering how to reach the
next generation of adult consumers, who don't sit at home
watching TV."
Over the past three decades, winners of the awards,
unofficially dubbed the 'Oscars of Comedy', have gone on to
become big stars in the UK. This year's Foster's Comedy
Show Award was scooped by English comedian Russell Kane
in a star-studded ceremony. Kane's winning show was
chosen from more than 400 performances at the Edinburgh
Festival Fringe.
A TV agreement has also enabled Foster's to sponsor more
than 100 hours of comedy and a comedy film season on UK
television's Channel Four.
www.comedyawards.co.uk
Combining fine beers with fine dining has
changed the Spanish beer market for good
Sponsoring original comedy is the ideal tool
to reach Foster's target market
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