Lucky Generals is launching a new brand platform for the UK launch of Spain’s number one draught beer¹, Cruzcampo, inviting consumers to ‘Choose to Cruz’, as they capture the spontaneous spirit of Seville and inspire consumers to live in the moment.
Cruzcampo is officially the biggest brand launch in value in over a decade for BWS² (it was named by Tesco as the retailer’s best brand launch when it debuted in its stores last year), and the campaign by Lucky Generals looks to boost this success and establish itself as the UK’s new Spanish mainstream lager of choice.
Based on the desirability of Seville’s relaxed and spontaneous culture, the “Choose to Cruz” brand platform allows consumers to disappear into a little corner of Seville and taste the laid-back life it offers, while also giving the drink stand out against all other lagers in a busy UK beer market.
The TV spot, directed by Gary Freedman for MJZ, opens with a relaxed man travelling down the street greeting passersby as he goes. The Gipsy Kings’ rendition of “My Way” sung in Spanish plays in the background. The camera pulls back to reveal that he is pedalling atop a Cruzcampo keg, nonchalantly rolling down the beautiful but narrow cobbled streets of Seville. As he finishes his journey he skilfully deposits the keg into the beer cellar, takes a seat, and savours his chalice of Cruzcampo without missing a beat.
The campaign launches on the 22nd of April and comprises 60-and 30-second films, social, and digital. OOH and DOOH will appear in billboard placements across the UK, from a Manchester Piccadilly Station take-over to nationwide escalator panels featuring our Sevillian star rolling down on the keg.
The agency won the Heineken-owned brand in a competitive pitch in August 2023.
Chris Buckwell Senior Brand Manager Cruzcampo, said: “We’ve been blown away by the reaction from the UK public to Cruzcampo since we launched it here in 2023, so it’s a huge pleasure to introduce ourselves properly with this new campaign from Lucky Generals. We think it perfectly captures the spirit of Seville - laid back, confident and bursting with culture and creativity. ”
Danny Brooke-Taylor, Founder of Lucky Generals, said: "If you've never been to Seville, try to go, it's a truly beautiful city. And if you haven't tried Cruzcampo yet, you should, it's delicious.”
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¹Nielsen Spain data, MAT Dec 2023
²Biggest brand launch based on Value (£) in its first year of launch since 2007 - CGA OPM Data to P02 2024 (24/02/2024); Nielsen Discover Data to 23/03
