Carling has signed up as the official beer of ‘The Big Jubilee Lunch’, with the Molsen Coors brand distributing 300,000 free bottles to local street parties.
The Big Jubilee Lunch, part of the programme of events to celebrate the Queen’s Diamond Jubilee, is one of the celebration’s official events and thus has a set of official partners committed to helping millions of monarchist Brits celebrate The Queen’s Diamond Jubilee on Sunday 3 June.
That’s 60 years on the throne for Queen Elizabeth.
All street party organisers need to do to tap in to Carling’’s initiative is to visit the website, at www.carling.com to claim a free bottle of Carling for each adult attendee at and Carling will deliver the bottles to your registered address in time for your party.
Further details about the programme are available through the website and by ‘liking’ Carling Facebook page at www.facebook.com/carling.
The initiative is, of course, part of the beer brand’s wider £7.3m branding campaign in Britain. Essentially a bid to claw back market share from rivals Stella Artois and Foster’s by leveraging the fact that with the Jubilee and the Olympics the world’s eyes will be upon the nation this summer.
The campaign is being supported by print ads encouraging readers to visit the brand’s website to sign up for the campaign.
The patriotic push is the latest phase of Carling’s ‘re-ignite’ marketing strategy, which positions the beer as Refreshingly and Brilliantly British’.
Oh yes, and, please drink responsibly.
Carling and its fellow official partners of Big Jubilee Lunch local events (like Asda, EDF, Kingsmill and MasterCard), isn’t the only brand tapping in to the turbo-charged levels of British patriotism ahead of this summer’s celebrations.
Other non-official ambushers – including Hovis, Heinz, Mcvitie’s and Schweppes – are rolling out their own marketing campaigns exploiting the sense of patriotism emanating from the Jubilee and the Olympics.
Heinz has also launched limited edition vintage labels for its Heinz Beanz and Heinz Spaghetti brands. Their design reflects those used in 1952 – the year of the Queen’s coronation – and feature the slogan ‘Celebrating the Queen’s Diamond Jubilee.’
This is supported by a Heinz Beanz Jubilee Facebook Campaign. The campaign, developed by We Are Social and ending in May, gives fans of the Heinz Beanz Facebook page the chance to win a celebratory hamper every weekday.
The hamper will feature Heinz Beanz and Heinz Spaghetti limited edition Jubilee packs, a pack of Heinz Tomato Ketchup, Heinz Salad Cream, Heinz Barbecue Sauce and Heinz Mayonnaise, as well as kit to hold a street party. Fans can enter the draw simply by logging on to www.facebook.com/heinzbeanz and answering a question relating to the history of Heinz Beanz.
Premier Foods, for example, introduced a premium ‘British Farmer’s Loaf’ to its Hovis range in May to celebrate ‘Britishness’ and British farmers. The launch is being backed by a £3.5m TV, press and PR campaign as well as in-store promotions and sampling lasting until September.
While United Biscuits has redesigned McVitie’s Digestives packs to promote its ‘Proud to be British’ positioning. Again, the redesign will run from May to September.
Schweppes and Diageo have partnered on a Pimms and Gordon’s gin campaign that, in addition to outdoor, on-pack, radio and PR work promoting the brand’s British heritage, also sees a collaboration with the Daily Telegraph asking readers to nominate themselves or their friends to win a competition to win a photoshoot with Royal photographer Hugo Burnand.
Mr Kipling has also launched a JWT-created national advertising campaign marking the Queen’s 60 year reign called ‘Jubilee Celebrations’. It revolves around a series of outdoor and press ads showing miniature figurines enjoying the festivities.
One could say that there is an element of a ‘bandwagon’ here, and of overkill.
But that wouldn’t please Her Majesty now would it.