Heineken UK launches new campaign for Cruzcampo

The new initiative aims emphasise the brand’s Spanish heritage, tapping into the demand for Mediterranean styles this summer, while also speaking to the more relaxed drinking occasions.

Live from the end of April to July 2024, the £10m campaign will appear across TV, VOD, OOH, radio, digital audio and social media, alongside influencer activity.

As part of the campaign, the brand is also offering a limited-edition gift-with-purchase mechanic to bring the essence of Seville into consumers’ home. The gift-with-purchase offer includes a Cruzcampo ceramic tile coaster or pint glass when purchasing a pack of Cruzcampo from select stores.

Grace Daley, senior brand manager for Cruzcampo, says: “Due to its status in its home nation of Spain, Cruzcampo is a brand that already has a lot of positive sentiment from consumers ‘in the know’. Holidaymakers returning from Spain, particularly from Seville, had been calling for the brand to be brought to the UK, well before it was launched last year.

“This existing love, combined with the huge demand for Mediterranean lagers, has resulted in great early success for operators who have listed the brand, and they continue to drive fantastic momentum for Cruzcampo.

“The campaign brings to life the Sevillian origins of Cruzcampo® through several activations, which will launch and establish the brand as a mainstream option in the category, cutting through the noise and providing an exciting and refreshing experience.”