Staropramen partners with Everdure by Heston Blumenthal for BBQ campaign

Molson Coors has launched a new barbecue-themed on-pack promotion and global campaign for Prague beer Staropramen this summer.

The activity sees Staropramen partner with world-famous chef Heston Blumenthal & his “Everdure by Heston Blumenthal” BBQ range, in a global campaign under the tag line “BBQ Like an Expert”.

From 1st May, until the 30th of June, consumers in the UK & Ireland can scan a QR code on packs of Staropramen and in-store POS to enter, with the chance to win an Everdure by Heston Blumenthal 4K BBQ, as well as Staropramen-branded BBQ accessories and supplies.

Staropramen has worked closely with Michelin-starred chef Simon Hulstone to create inspiring video content with BBQ ideas for consumers to try out throughout the summer season.

The campaign will be supported by digital advertising, paid social media activity, and point-of-sale (POS) materials to create theatre in-store.

The promotion builds on the brand’s 11.4 per cent value sales growth, after a multi-million-pound investment last year, which included the launch of Staropramen’s biggest-ever marketing campaign – “Brewed By Experts, For Experts” – and more recently the launch of Staropramen 0.0% in March this year.

“With summer approaching and BBQ season with it, we wanted to reward our Staropramen drinkers with some expert BBQ prizes, while fuelling momentum behind the growing brand boosting sales," said Kathryn Reynolds, Marketing Controller – Premium Beers at Molson Coors Beverage Company.

“Our interactive campaign is designed to encourage consumers to do the same by spicing up their barbecues this summer. We hope the interactive on-pack promotion and POS materials will help retailers drive sales and engage shoppers in a memorable way.”