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SAN RAFAEL, Calif. -- Newcastle Brown Ale unveiled its summer marketing campaign, which will launch in May and is designed to educate consumers on the pairing of beer and grilled meats.
The cross-promotional campaign will be handled at off-site locations. The brand has partnered with TV chef "Sam the Cooking Guy," also known as Sam Zien; the Spice Hunter's "Grill Shakers" line of spices; and online meat retailer, www.mybutcher.com, to create the promotion.
Newcastle will promote the campaign with instant rebate coupons, mail-in rebates and various point-of-sale materials, including a life size cutout of "Sam the Cooking Guy" and the "Newcastle Brown Ale's Summer Grilling Guide," a recipe book created specifically for the promotion featuring recipes and grilling tips from "Sam the Cooking Guy."
"To say I'm proud to represent Newcastle in the 'Smooth with Food' campaign would be a big understatement," Zien said. "I can't wait to see where this partnership takes us, as well as everyone out there who loves to eat, but shies away from cooking. Just wait 'till summer rolls around -- hopefully we'll inspire a whole new slew of grilling experts gung-ho about trying their own unique recipes."
The elements of the promotion were designed by San Diego-based VitroRobertson.
"Newcastle is known as a quality beer that doesn't take itself too seriously or try too hard -- it's tasty, yet unassuming, and never pretentious. For this campaign, it was important for us to find a chef and food partners that shared these same values," said Bill Wetmore, customer marketing director for Scottish & Newcastle Importers. "At its core, this campaign is designed to show consumers that good beer and good food go hand in hand -- especially when a few simple, quality ingredients and a splash of ingenuity are mixed in."