HARP® LAUNCHES ‘EARN YOUR WINGS’ ON TRADE CAMPAIGN
The success of Harp’s marketing campaign ‘Look on the Harp Side’ reaches new heights with the creation of a pair of towering wings made from barley. The impressive art installation was unveiled on the Ards Peninsula where it soared over Scrabo Tower to help launch the latest phase of its marketing programme – a new innovative on-trade promotion entitled, ‘Earn Your Wings’.
The striking seven by four meter wings were made out of some 250 bales of barley and 440 meters of twine. The wing formation’s dual purpose was to; celebrate the success of the ‘Look on the Harp Side’ campaign which was launched in late 2013, and to introduce a new rewards scheme to customers who have supported Harp in the last year through the new sampling programme, ‘Earn Your Wings’.
Harp Brand Manager Lisa Ronayne, said: “It’s been an exciting year for Harp and we wanted to toast the success of the ‘Look on the Harp Side’ campaign by doing something different. Given that some of Harp’s key ingredients include high quality barley and great craftsmanship, it seemed fitting that the art installation was handmade from barley and of course the wings formation is a nod to our new brand evangelist, the Harp Angel.”
Lisa, added: “The introduction of the ‘Earn Your Wings’ game to the on-trade is Harp’s way of responding to the success of the campaign and we hope it goes some way to recognise the support of key customers by incentivising footfall into pubs through a fun sampling promotion.”
Harp fans can play Harp’s wingspan game and try to win a round of Harp on the angel in 150 pubs across Northern Ireland. Participants simply have to uncover the largest pair of wings beneath three goblets to be rewarded with a free pint.
Promotion nights at the The Hatfield Bar in Belfast and The Anchor in Portstewart will also give entrants to the ‘Earn Your Wings’ game the chance to win an exciting prize that comprises of a helicopter ride with two friends. Hosted by the Harp Angel – the lager’s brand evangelist – the nights taking place on Sunday, 28th September (The Hatfield) and 7th October (The Anchor) will also provide Harp fans with the chance to win a range of spot prizes.