Jägermeister rolls out £2.7 million Christmas TV campaign

By Mathew Lyons

Published: 19 November, 2015

Monday November 23 will see the premiere of a new TV advert from Mast-Jägermeister, as part of the most expensive promotional campaign the company has yet run.

The advert leads the brand's £2.7 million above-the-line 'Craft the Moment' campaign. It will air until December 31.

It will be supported by out-of-home advertising, off-trade specific support and integrated PR and social media activity

The 30-second TV spot follows nine friends as they work together to hand-craft a 14-metre high statue of a deer from branches and boughs.

Some of the 56 herbs, roots and spices used to blend Jägermeister decorate the finished sculpture, including cinnamon, star anise and orange peel.

The ad closes with the statue being set on fire.

Nicole Goodwin, marketing director at Mast- Jägermeister UK, said: "The product itself is the result of determination, hard work, discipline and the science behind creating a perfect balance of 56 ingredients. The build of the stag in 'Craft the Moment' was intended to mirror these qualities.

"Jägermeister is a brand grounded in authenticity, and so we didn't want to produce a conventional advert. Being genuine is integral to everything we do at Mast-Jaegermeister UK, and we insisted on working with entrepreneurial artists - not actors - to capture the spirit of creativity, craft and friendship.

"'Craft the Moment' is a huge investment and showcases our dedication to customer support through consumer awareness."

'Craft the Moment' was developed in partnership with The Red Brick Road Creative Agency.

The advert will reach 66% of 18-to-34 year old men in the UK.

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