Jägermeister champions Root56 serve with ‘discovery packs’By Annie Hayes
Jägermeister UK has rolled out packaging that offers consumers the chance to try its Root56 serve as part of a wider digital advertising campaign for the cocktail.
The 700ml and 500ml bottle wraps have been designed to raise awareness of the serve, which consists of Jägermeister served over ice with ginger beer and a wedge of lime and cucumber.
Rolling out in Tesco, Asda and select convenience stores, the discovery packs allow consumers to redeem a free Jägermeister Root56 at hundreds of Mitchells and Butlers on-trade outlets across the country.
The launch of the discovery packs and the Root56 serve will also be driven through a digital advertising campaign running across YouTube, Facebook, Instagram and Twitter.
To facilitate the digital offer, Jägermeister has collaborated with music app Shazam. To access the offer, consumers must scan a code found on the inside cover of the wrap.
“The Root56 is a great tasting long drink that we brought to market just over three years ago,” Nicole Goodwin, marketing director at Mast-Jaegermeister UK. “In that time it’s proven to be a huge hit for summer, especially at the UK’s music festivals, which we tour with our award-winning JägerHaus activation.
“After three years of promoting the serve via customer collaborations, sampling campaigns and influencer events, the consumer interest is there to take the Jägermeister Root56 to the next level.
“As more and more of our on-trade partners adopt the serve it was important to work with a technology giant on a new approach that engages and rewards consumers, six million of which are already using the Shazam app.
“This forward-thinking campaign inspires consumers to make the perfect Root56 at home whilst supporting key customers and the on-trade sector as a whole. The discovery packs bring something new and exciting to the shelves, whilst driving awareness of Jägermeister as the extremely versatile spirit that it is.”