Heineken UK Encourages You to Choose to Cruz This Summer

Sevillian lager Cruzcampo® has taken the UK on-trade by storm since its launch last summer. Following on from its success, HEINEKEN UK is launching an unmissable UK-wide multi-million-pound marketing campaign to help drive increased awareness of the brand across the nation. 

Live from the end of April to July 2024, the £10 million campaign will first air on TV, alongside VOD, OOH, and social media, as well as influencer and PR activity, which will see the popular lager brand bring its new advertising platform ‘Choose to Cruz’ to life for consumers for the first time. 

‘Choose to Cruz’ will further emphasise the brand’s Sevillian heritage and is all about capturing the spontaneous spirit of Seville and inspiring consumers to choose to relax, be present and enjoy the moment. That cold sip of beer, the laughs with friends, the spontaneous summer evenings at the local bar; because even if you don’t come from Seville, you can choose to live the Sevillian way.

The ad campaign has been created by Lucky Generals and is set to hit screens on the 22nd April. It focuses on an intriguing character travelling down the street greeting passersby as he goes. The Gipsy Kings’ rendition of “My Way” sung in Spanish plays in the background. The man is casually rolling on a Cruzcampo® keg, 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 a freshly poured pint of Cruzcampo®.The ad demonstrates that as life gets hectic, you can opt for the ‘Sevillian way of life’, to choose to live in the moment and take things as they come – all of which embody what Cruzcampo® stands for.

HEINEKEN UK’s proven expertise in building brands has shown no signs of slowing, taking on the challenge to make Spain’s number one draught beer1 the biggest Spanish Mainstream lager in the UK. 

Since Cruzcampo®’s launch, the impact ‘the taste of Sevilla’ has had in the UK has been unprecedented. Cruzcampo® is officially the biggest brand launch in the last decade for BWS² and is also now the 14thlargest draught brand3, which is a remarkable rise considering it’s only been on the market for a year.

HEINEKEN UK’s Cruzcampo® senior brand manager, Chris Buckwell commented on the campaign launch, “2024 is the year to land what Cruzcampo® truly stands for, and the existing love for the brand, combined with the huge demand for Mediterranean lagers has resulted in great early success for us. For an audience who are bound by planning and scheduling, it’s the relaxed spontaneity of life in Seville that is most desirable, and we want to give consumers just that by making Cruzcampo® feel like the best of Seville in a glass.”

“The current appetite for authentic Spanish beers has helped Cruzcampo® become the fastest growing lager in the UK and we are excited to see our ‘Choose to Cruz’ campaign continue to drive fantastic momentum for the brand across the nation, serving customers with the ‘Spirit of Sevilla’.”

Born in Seville in 1904, Cruzcampo® is Spain’s number one draught beer and therefore offers drinkers an authentic taste of the country. A mainstream Spanish lager that offers all the advantages of premium beers at an affordable price, Cruzcampo® provides consumers with a great quality experience that is a step up from classic lager brands while remaining accessible. 

Cruzcampo® is available in both the On-Trade & Off-Trade in draught, can and bottle formats.