Global beverage firm Heineken has appointed independent agency Lucky Generals to create a multi-million pound for the UK launch of its Spanish Cruzcampo beer.
Lucky Generals secured the Cruzcampo account following a competitive pitch process against an undisclosed number of agencies. This collaboration will mark the first time the agency has worked with Heineken UK.
Founded in Seville in 1904, Cruzcampo is currently the market leader for draught lager in its native Spain and has been available across the UK since June at over 4,000 on-trade locations.
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“Lucky Generals creates impactful and memorable work that doesn’t just entertain but builds brands and sells products. The perfect ingredients for such an important launch,” Heineken UK beer brand unit director, Matt Saltzstein said.
The Dutch brewing giant will now look to Lucky Generals to try and repeat the domestic success of Cruzcampo across the UK market, which is traditionally receptive to draught lager brands.
Lucky Generals chief marketing officer and client partner Vickie Ridley added: “Launching a truly delicious, authentic Spanish beer in the UK is a dream brief. And to be doing that with the incredible team at Heineken makes it even more exciting. Cruzcampo is adored in Spain, and it’s now our job to get it the attention it deserves here in the UK.”
