Jägermeister kicks off festive campaign

Jägermeister has re-introduced its ‘Craft the Moment’ campaign to drive awareness of the brand over the Christmas period.

The ‘Craft the Moment’ creative will be displayed at 228 sites across the London Underground

The advert, which originally ran over the 2015 festive season, goes live on 28 November and is estimated to reach 66.4% of all 18-34 year old men (4.3 million) at least 4.4 times.

The ‘Craft the Moment’ creative will be displayed at 228 sites across the London Underground, aimed at grabbing consumer’s attention as they “head out to enjoy Christmas festivities”. An accompanying cinema campaign will ensure a further 500,000 people are reached.

Marketing director, Nicole Goodwin said: “We’re proud to announce that the successful ‘Craft the Moment’ advert will be back on air, showcasing the attention that goes into making our herbal elixir and the friendship it celebrates.

“In the advert we highlight the 20ml miniatures which have outperformed expectations in both the on and off-trade since the previous TV campaign aired and we feature our new bottle in the end frame. Another 400,000 target consumers will be able to watch the advert on YouTube as we trial new digital platforms to communicate our brand messages.

“The festive season is incredibly important for both our brand and our customers with Jägermeister typically seeing 47% uplift on rate of sale in December versus the rest of the year – meaning we need to continue to cut through the noise with our marketing activity.”

The TV advert will appear during prime-time TV slots including The Walking Dead on Fox and Sky Sports’ Manchester United VS West Ham football match.