UK: Scottish & Newcastle reloads "The Biggest Round"

Scottish & Newcastle is to start a summer-long, national field marketing and sampling campaign this weekend in pubs and bars for six of its drinks brands, including Foster's, through LoewyBe, DM Bulletin noted May 17.

The agency handled three regional campaigns last year for five S&N brands in London, the Midlands and the North. The £3m activity took place over 13 weeks with up to 260 brand ambassadors touring around 390 outlets a night, inviting pubgoers to try a free half-pint of one of the brands.

This year's activity will run through the summer, encouraging trial of Fosters, John Smiths, Strongbow, Kronenbourg 1664, Kronenbourg Blanc and Strongbow Sirrus. It will go by the same name as last year - "The Biggest Round".

James Brown, customer marketing manager of consumer trial at S&N, said: "Last year, 'The Biggest Round' was a huge success, because it offered something for everyone, it allowed us to really engage with our customers, and it was executed very professionally."

Sharon Richey, managing director of LoewyBe, said: "This is a very significant win for our agency. It will certainly be of the biggest on-trade face-to-face campaigns ever seen in the UK."

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