By Andy Young

Carlton & United Breweries (CUB) has launched its "biggest ever consumer promotion across the country" targeting fans of both major football codes.

The campaign, fronted by a TV commercial featuring Jonathon Brown and Cameron Smith, is rolling out now along with radio spots, social media and online advertising as well as point of sale for pubs, clubs and bottleshops.

CUB's marketing director Richard Oppy said that the brewer was in a unique position to capitalise on its long term partnerships with both the NRL and the AFL and its wide-range of brands, to offer something to all fans.

"It supports excitement in the beer industry," Oppy said, "driving people in to pubs and venues, and getting their attention in bottleshops and other retail stores.

This is the first time CUB has launched a campaign that not only cuts across both football codes, but the company's different beer and cider brands.

"With 7 out of 10 NRL and AFL fans declaring they are beer drinkers, we've got them covered with Victoria Bitter, Carlton Draught, Carlton Mid, Carlton Dry and Strongbow involved," Oppy added.

Oppy said the promo, called My Footy Rewards, means CUB will be directly communicating to their drinkers through a tailored direct email communication, the first of its kind in the beer category; giving consumers information about their football code, team and relevant activity in their state. 

"This has game-changing potential and to give it the best chance of success, it needs to have buy-in from a range of our partners."

"We've certainly had that in spades from our customers and we've galvanised our own workforce too," he said.

Prizes include NRL and AFL game day tickets, Grand Final tickets for both codes, tickets to corporate boxes, merchandise, name in the game opportunities and team-specific experiences.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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