The campaign, named ‘Smooth Favourite’, follows on from the brand’s ‘Smooth as Silks’ campaign which ran last summer and will see posters, fixture lists and sign-up forms and green chalkboards featuring a selection of calls to action rolling out to pubs this month.
The kits, according to Heineken, will “allow landlords to take ownership of the BOGOF offer and invite and reward regular customers with a group day out at the races. A range of permanent point of sale items, which includes a wall calendar that provides a list of all the races planned for 2014, can be used to establish a pub as a hotbed of racing.”
Rebecca Haigh, senior brand manager-John Smith’s, at Heineken said: “The new promotion will bring fresh impetus and grow brand saliency for John Smith’s, reaching primary target consumers across the UK this year by driving engagement between racing and local pubs. The promotion puts John Smith's drinkers at the heart of the racing occasion. “
The racing offer is also featured on the John Smith’s website where tickets are advertised with instructions for all consumers to purchase.