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June 26, 2008

Fruit cider brand gives concertgoers a free summer tipple

Drinks giant Scottish and Newcastle (S&N) has announced that its fruit cider brand Jacques – a recent addition to the Strongbow family – will sponsor the English Heritage Picnic Concerts taking place in Audley End, Saffron Walden, and Kenwood, London throughout July and August.

The move follows success last year, which saw over 40,000 concertgoers at English Heritage sites Audley End, Battle Abbey and Marble Hill introduced to the brand through an experiential campaign that gave people a chance to sample the product in a beautiful and inspiring setting.

Country manner: Brand ambassadors hand out the Jacques

S&N will once again be working marketing communications agency Clarity and specialists in marketing logistics support Mobile Promotions to create, organise and implement the campaign.

The main objective of the 2007 campaign was to increase brand advocacy, allowing end-users to see, taste and experience Jacques fruit cider first hand.

Last year, Mobile Promotions provided one of its state-of-the-art tented structures, a 10-metre hexagonal marquee, as a platform to support the showcase and sampling campaign. The structure was fitted with seven System bars from UK specialist ROKA to create a large, enclosed bar unit. The bar was purpose built to Clarity’s requirements, which included specific shelf heights to fit the stock, ice wells in each bar, space for freezers underneath the counter and specially Jacques-branded front panels.

Mobile Promotions also provided six specially-branded satellite bar units, which could be easily transported, allowing them to be positioned in high-footfall areas at each of the greenfield sites.

With the aim of building on last year’s success, Mobile Promotions will work with Clarity, once again, to create another seamless campaign.

This summer will see the addition of six new specially branded satellite bars for the English Heritage events, providing full logistics support and shared event management, as well as delivery of equipment, installation, lighting and power.

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