S&N ties with Ladbrokes for £50m bet giveaway
LONDON - Scottish & Newcastle has joined forces with Ladbrokes to launch the UK's biggest-ever drinks promotion.
The initiative will give away £50m in free football bets, as the UK's biggest brewer ditches price promotions to concentrate on the value of its brands.
The promotion, which starts in mid-April, will run in both the on- and off-trade.
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Consumers who buy multipacks of Strongbow, Kronenbourg 1664, Foster's or John Smith's Extra Smooth will receive a free £5 bet.
Customers buying drinks in pubs will be given a scratchcard offering the chance to win a £5 bet.
The initiative represents an attempt by the brewer to cash in on this summer's World Cup in Germany.
It marks the start of a push that will take S&N into what has traditionally been the territory of brands such as Budweiser and Carling.
Promotional material, created by S&N roster agency Steam, will appear on 180m cans, as well as in more than 1600 pubs and bars.
Both S&N and Ladbrokes regard the initiative as an ideal method of recruiting new consumers.
The promotion has been overseen by S&N customer marketing director David Goadby and Ladbrokes marketing services director Paul Corson.
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S&N: football bets promotion with Ladbrokes
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