Foster's furthers 'Good Call' campaign with below-the-line in-store summer promotion

Foster’s ‘Good Call’ campaign is to expand to cover below-the-line activity this summer with an in-store promotion designed and implemented by Haygarth.

Forming part of a wider ‘Summer of Good Calls’ promotional push, the in-store activity will run exclusively in Sainsbury’s stores nationwide until mid-August and gives Fosters fans the change to win one of 1,000 boom box cooler speakers.

Staying true to the brand’s Aussie heritage and ambassadors Brad and Dan’s personalities, the campaign is targeted at Foster’s core 18-34 year old audience.

Foster’s marketing manager, Emma Sherwood-Smith, commented: “We’re really excited to be rolling out an already highly successful above the line campaign into brand new territory this summer. This campaign taps in perfectly to the essence of ‘Good Call’ and brings it to life in retail through offering consumers a bit of fun Aussie-inspiration to take home and enjoy this summer.”

Marcus Sandwith, MD at Haygarth, added: “This campaign really plays to our strengths in retail and FMCG; the team has created a promotion that fits perfectly with the Foster’s heritage whilst putting Brad and Dan-style ingenious solutions in consumers’ hands.”

The work is the first to be delivered by Haygarth following its appointment to the Heineken off-trade agency roster.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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