Heineken has unveiled a new Halloween marketing campaign for its Strongbow cider brand.
Launching from October, the ‘Spine-chilling Refreshment’ campaign focuses on Strongbow Dark Fruit and aims to help retailers maximise cider sales in the build-up to spooky season.
Strongbow Dark Fruit will be promoted via social media, influencer partnerships and sampling activations targeting university campuses, in a bid to drive footfall into local stores.
While cider sales peak during summer, the category performs well all year round – and Halloween is the biggest trading week of the autumn. Strongbow significantly over-indexes in the weeks leading up to 31 October, with £1 in every £5 spent on cider over Halloween going to Strongbow, more than any other brand in the category.
Retailers can find out more at Heineken’s Star Retailer platform, which offers beer and cider category guidance tailored for convenience stores, encouraging the development of a profitable range and offering rewards based on participation.
