The promotion is designed to tie-in with the launch of White Stuff’s spring catalogue which is themed around the The Sound of Music. The campaign was created by experiential marketing agency BEcause.
Consumers will have the chance to win a holiday to Austria and a tour of the Edelweiss brewery. Entry to the prize draw is via the White Stuff catalogue and online.
Edelweiss brand ambassadors will also be conducting sampling activity at stores around the country selling White Stuff products.
The events and promotion will be promoted via email and direct mail to White Stuff’s 150,000 database.
The activity follows that of South American bottled lager brand Corona plans its own experiential campaign around UK cities.
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