Andy Gray, Sky TV’s football pundit, is starring in a TV campaign
for HP Bulmer’s Strongbow cider to support its Maximum Football
promotion, through Triangle.
The work will appear on Sky in the run-up to the World Cup at the same
time as a major above-the-line spend on GGT’s debut work for the
The main advertising is built around the endline, ’Maximum refreshment,
In the ten-second ad, Gray speaks to viewers from his commentary booth
to tell them they can join him to see England play Colombia if they take
part in Maximum Football.
The promotion, to run in 6,000 pubs across the UK, will give a
scratchcard to drinkers who buy Strongbow. Instant prizes include free
pints and a copy of Andy Gray’s Guide to Maximum Football, which can
also be bought from the brand’s Website for pounds 2.00. Players can
then call a telephone number to enter a prize draw to go to the England
v Colombia game or, for Scottish participants, the Scotland v Brazil
game. The number also appears on take-home packs of Strongbow.
’There aren’t many one-off promotions that get the support of a TV ad,’
Roger Hyslop, a director and founding partner of Triangle, said. ’This
is a classic example of an integrated effort.’
A spokesman for Strongbow added: ’Maximum Football is the biggest
promotion we’ve run to date - which is why we wanted the extra push of
TV exposure. Football is smack on for our target market.’