John Smith's promotion targets pub goers to help choose Grand National Horse

Heineken owned ale brand John Smith’s is to target pub drinkers through an on-trade campaign in the run-up to the Grand National.

The activity will aim to drive association between pubs and the race, and will feature a John Smith’s branded sweepstake kit, created by Space.

The kits will be distributed to over 8,000 pubs and clubs nationwide, which will include branded sweepstake posters and a ‘Puntometer’ beer mat that is based on a spinning top concept to help drinkers choose their horses at random.

The Puntometer will also be present at Aintree, with a team set to wear specially designed backpacks holding a giant version in order to allow attendees of the race to spin the wheel to help select their Grand National horse.

Karen Crowley, senior brand manager for John Smith’s, said: “The Grand National is an iconic race in both the horse racing and sporting calendar and by using the sweepstake and Puntometers we want our drinkers to take part and enjoy the race when watching in their local pubs and clubs.

“Space’s creative approach is not only in keeping with John Smith’s No Nonsense image, but also engages drinkers with the brand and race in a fun way," he added.

The John Smith’s Grand National will take place on 6 April.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.