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Mast-Jägermeister UK appoints FRUKT for consumer activation programme

Wednesday February 11, 2015 at 2:20pm
Speciality spirit brand Jägermeister has appointed music and entertainment strategists FRUKT to help create and deliver a consumer activation programme that builds on Jägermeister’s originality and ‘edgy’ brand DNA. With Jägermeister present at leading UK music festivals as well as running its own long standing and successful JägerMusic programme, the consumer activation will act as a central focus within this year’s event schedule, which is aimed at maximising brand exposure amongst 24-35 year old males. Nicole Goodwin, marketing director at Mast-Jägermeister UK, says: “The festival and music events programme is one of our key methods for interacting with our core consumers and has proven to be very successful over the years. We are now looking to build on this long-term success, by investing in an activation programme that will resonate with the brand and continue to generate intrigue and excitement amongst consumers.” FRUKT has been appointed to draw develop high-engagement activations at various UK festivals as well as a series of bespoke events. The new activation programme will be unveiled in the spring and will run alongside the existing JägerMusic programme. Jim Robinson, Managing Partner at FRUKT, observes: “As a brand which is all about bringing friends closer together, we’re very excited to be able to tap into our music expertise and deliver an exciting and engaging activation programme. Jägermeister has a long and rich history within music and we are looking forward to working closely with them and building on this success.” The UK is the third biggest and most dynamic market for Jägermeister in the world.
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