“Footy fans of all codes get together to celebrate and commiserate during finals season,” says Darren Pinks, category and activation director, Lion.
Kicking off early this month, Lion has been driving shoppers to purchase instore via a phone cover giveaway with specially marked cases of James Boag’s Draught.
The AFL finals promotion runs until the end of September in Victorian retail outlets and features a phone cover designed like a Sherrin football.
Lion’s Tooheys New and West End Draught have already completed instore campaigns in NSW and South Australian retail outlets, such as holiday prize draws and branded footy coolers.
PepsiCo Australia and New Zealand (ANZ) and Schweppes are also targeting shoppers via a cross-category promotion on Doritos Corn Chips and Pepsi Max.
Shoppers that buy both grocery products in one purchase can go into the draw for football related prizes at Woolworths supermarkets or independent grocery retailers.
Prizes up for grabs include two trips to the US Super Bowl in February, and a chance to meet former rugby league player, Mario Fenech, or AFL icon, Warwick Capper.
The campaign, which premiered on TV in late August and promotes game-side snack food combinations, is also backed up by shopping centre display activity.
Lion’s Darren Pinks told Inside Shopper that Lion expects the 2013 finals season to continue to be “a key selling period for beer as we head into the summer months”.