Foster’s shifts Good Call instore

Foster’s is expanding its Good Call advertising strategy with a new shopper marketing campaign running throughout the summer, devised by Rapp-owned agency Haygarth.
Forming part of a wider Summer of Good Calls initiative for the Heineken brand, the in-store activity will run exclusively in Sainsbury’s stores nationwide until mid-August. It gives Foster’s fans the chance to win one of 1,000 boom-box cooler speakers.
It builds on the Good Call campaign, featuring Brad and Dan, which has been running since 2010. Devised by Adam & Eve DDB, the ads feature the two Aussies dishing out advice to callers from the UK who find themselves in a social dilemma.
Foster’s marketing manager Emma Sherwood-Smith commented: “We’re really excited to be rolling out an already highly successful above the line campaign into brand new territory this summer. This campaign taps in perfectly to the essence of Good Call and brings it to life in retail through offering consumers a bit of fun Aussie-inspiration to take home and enjoy this summer.”
Haygarth managing director Marcus Sandwith added: “This campaign really plays to our strengths in retail and FMCG; the team has created a promotion that fits perfectly with the Foster’s heritage whilst putting Brad and Dan-style ingenious solutions in consumers’ hands.”
The campaign is one of the first initiatives to come out of Haygarth since it was acquired by Omnicom-owned Rapp UK last month.

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