FMBX News

Fosters shows off comedy credentials with Sparkle

Heineken UK has unveiled plans for a series of Foster’s Funny Live stand-up comedy nights which will run in pubs and clubs across the UK in an exciting new collaboration between its leading mainstream lager and specialist branded comedy consultancy Sparkle Productions.

The tour - which starts on May 23 at Dublin Castle in Camden and runs until October - marks Foster’s increasing involvement in the UK comedy scene, which includes sponsorship of the prestigious Edinburgh Comedy Awards, the British Comedy Awards and Original Comedy programming on Channel 4.

The tour fulfils a trade and consumer marketing programme for the brand. Foster’s promotions on the night are designed to engage with consumers, whilst the tour’s focus is to bring Foster's association with comedy to life in the on-trade. Sparkle is tailoring each show to suit each specific  venue especially selected by Heineken for the tour.

A total of 20 Foster’s Funny Live nights will run in the 7- month tour showcasing   popular stand- up acts. such as Rob Heeney, Dave Spikey and Gary Delaney. This trio of performers are the acts scheduled for the 27th May tour date at the Holte Suite at Aston Vill football club. The club’s website has announced the event to fans with extensive insight into Dave Spikey’s career. That night is ticketed at £18, to include a curry or basket meal and a pint of Fosters.

Darryl Hinksman, head of customer marketing at Heineken UK said: “We know humour plays a large and important role in the lives of our core target market and the exclusive Foster’s Funny Live tour will take the brand  to consumers whilst strengthening trading partnerships with key customers. Foster’s is committed to supporting and facilitating comedy in the UK and the shows will build on the burgeoning association with comedy which is already expressed through Foster’s ‘Good Call’ TV ads and the www.fostersfunny.co.uk website.”

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