Experiential campaign developed for beer firm

Edelweiss, an Austrian beer imported by Scottish and Newcastle (S and N) UK, is to team up with clothing chain White Stuff for a spring promotion devised by experiential agency Because.

The promotion will feature a tie-in with White Stuff's spring catalogue, which is to be themed this year on the 1965 film The Sound of Music.

A sponsored competition in the catalogue will offer consumers the chance to win a holiday to Austria for a Sound of Music tour and a visit to the Edelweiss brewery.

The competition will also run on White Stuff's website, where consumers will be able to download money-off Edelweiss vouchers.

Because's brand ambassadors will be on hand to conduct Edelweiss sampling nights at White Stuff's top 11 stores during March 2009.

The beer will also be made available for customers to sample at all of White Stuff's other Spring store events across all its 55 stores nationwide.

The events will be promoted via e-mail and direct mail to White Stuff's 150,000-strong customer database.

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