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Scottish & Newcastle (S&N) is to roll out its biggest promotional drive to date for its Foster's lager brand.
The 'Game On' campaign, which will cover the on-trade and off-trade, links the beer to a range of gaming activities. It will run in more than 10,000 pubs and clubs and on 133m cans of the lager.
S&N said that the drive, created by sales promotion agency Steam, was based on a gaming theme because its research had indicated that four out of five of its target audience of 18- to 22-year-old men own a games console, two out of five are interested in pool and one third are interested in poker.
For the on-trade activity, which begins next …