Scottish & Newcastle - John Smith's People's Race (UK)

John Smith’s is in its third year of sponsoring The Grand National. The objective was to: exploit John Smith’s Grand National sponsorship property, extending legitimate promotional period; provide support for John Smith’s Grand National in-store / POP activity; and raise customer awareness of John Smith’s and the link with The Grand National.

Scottish & Newcastle – John Smith's People's Race (UK)

Agency name: Steam UK Ltd Client name: Scottish & Newcastle Category: Sponsorship/Joint Effort/Tie-in

BACKGROUND

John Smith's is the UK's No. 1 bitter. Key competitors are other UK bitters with national distribution including Boddingtons, Tetley's and Worthington's. The UK bitter category is in year-on-year decline: -8%

John Smith's is in its 3rdyear of sponsoring The Grand National. Awareness of the brand's association with the event has been building steadily. The event has a limited time in the public's consciousness, so historically it has been difficult...

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