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Lazy Jack’s Hits the Road

Monday November 24, 2014 at 9:22am
Halewood International, the UK’s largest independent drinks manufacturer, is running the first major marketing campaign for its cloudy apple cider brand, Lazy Jack’s, including a Tesco roadshow. Lazy Jack’s was 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 and is targeted at 22 to 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 further supported by 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. Halewood International will be distributing activation kits, which include Lazy Jack’s branded FSDUs for the Off Trade and wooden bottle openers, posters, rubber gutter mats and drip mats to support the on-trade, in order to promote the brand to customers. Alex Kennedy, brand manager at Halewood International, says: “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.”
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