The appointment of Wardour, which already works with the UK's leading cider and beer company on other on-trade marketing initiatives, followed a competitive pitch.
Wardour has created a campaign based around the concept of ‘Discover Cask'. It will overarch both a communications and marketing drive to independent licensees - to alert and inform them about the sales potential cask ale offers their business - and a consumer engagement programme.
The campaign will cover everything from the creation and distribution of ‘Discover Cask' pump clips for licensees to showcase HEINEKEN-supplied ales to their customers through to catalogues and promotional in-bar materials.
Martin MacConnol, CEO of Wardour, said: ‘The real ale sector is enjoying a renaissance and from a branding and campaign perspective the industry has become incredibly sophisticated.
‘We're delighted HEINEKEN liked our thinking around ‘Discover Cask'. Cask ales have become such a buoyant part of the drinks sector and we want to help more people, both licensees and their customers discover how great they are.
‘Launching in June the campaign will start with an on-trade focus - via a catalogue that will go out to 6,500 licensees across the UK showcasing cask beers supplied by HEINEKEN and offering advice and tips for bar owners on how to engage with consumers.
The campaign will be reinforced by the rollout of in-bar promotional materials - such as posters, loyalty cards and stamps - to engage new and existing cask ale drinkers.
'Business not as usual' article by Marketing Week