Jägermeister hires Frukt for music activations

Music and entertainment agency Frukt has been appointed by Jägermeister to deliver a consumer activation programme reflecting the spirit brand's alternative personality.

Jägermeister's DNA to be core focus of 2015 activations
Jägermeister's DNA to be core focus of 2015 activations

The consumer activation will act as a central focus within this year’s event schedule, aiming to maximise brand exposure among 24- to 35-year-old males. This includes the brand’s presence at UK music festivals, as well as running its own long-standing JägerMusic programme.

Frukt will help Jägermeister to develop high-engagement activations at various UK festivals, as well as a series of bespoke events. The new programme will launch this spring and will run alongside the JägerMusic programme.

Nicole Goodwin, marketing director at brand owner Mast-Jaegermeister UK, said: "With music and unconventionality embedded in the brand’s DNA, we were impressed with both the strategy and creativity behind the platform presented by Frukt and look forward to seeing the activations brought to life throughout this year and beyond.

"The festival and music events programme is one of our key methods for interacting with our core consumers and has proven to be very successful over the years. We are now looking to build on this long-term success, by investing in an activation programme that will resonate with the brand and continue to generate intrigue and excitement amongst consumers."

Jim Robinson, managing partner at Frukt, added: "As a brand which is all about bringing friends closer together, we’re very excited to be able to tap into our music expertise and deliver an exciting and engaging activation programme."

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