British retail chain, Tesco, and brewing company, Heineken, have joined forces to bring some Australian outback kitsch to the UK.
Created by agency Arc London, Heineken International has been running a live brand experience drawing on Foster’s heritage.
The installations for Foster’s Radler, a new Heineken-owned lager with a touch of lemon, mimic outback huts with blue corrugated iron rooftops.
Shoppers were targeted with free trials of Foster’s Radler as they walked into Tesco and given the added incentive of discount vouchers.
“Engaging brand experiences like this play a vital role in driving awareness and trial at point of purchase,” says Craig Clarkson, category and trade marketing manager, Off Trade at Heineken.
“Foster’s Radler was created to meet the growing number of occasions when consumers want a great tasting beer with a little less alcohol.”
Foster’s beer was first created in Australia in 1888, with the European rights to the beer owned by Heineken International.
Foster’s is said to be the second best selling beer in the UK after British icon, Carling.
