The HEINEKEN UK loyalty programme Star Retailer, is launching a shopper-facing initiative via Hashting – a direct-to-consumer marketing and promotions platform –to encourage purchase of Cruzcampo and Cruzcampo Sevilla Orange. Looking to drive beer and cider sales in the impulse channel, which are currently worth £1.7bn, the programme aims to drive shoppers into independent convenience store.
The first burst of support will be live with Cruzcampo from 1-31 August. Once purchased, shoppers can upload their receipt to a unique Hashting link to claim back the cost of one pack. To further incentivise participation, shoppers who claim will also have the chance to enter a prize draw to win a trip to Seville, the original home of Cruzcampo.
“The launch of the offer via Hashting is designed to drive retailer’s beer and cider sales, encouraging consumers to head to participating stores to purchase the relevant SKUs, with the aim to drive footfall and basket spend while they’re there,” said Sarah Romain, National Field Sales Manager – Off Trade. “There is no action for retailers, but in order to claim back the cost of the pack shot and enter the draw to win the exciting trip to Seville, customers will need to ask for a receipt upon purchase.”
The campaign will also be running a second burst for Strongbow and Strongbow Dark Fruit.