HARP® extends ‘EARN YOUR WINGS’ on-trade campaign
Harp Lager marks the extension of the ‘Earn Your Wings’ sampling promotion for Christmas with an unusual celebratory festive sculpture – a pair of giant wings made from ice.
The eight foot tall wings in Belfast city centre were commissioned by Harp to champion Northern Ireland’s optimistic way of seeing things and to embrace the chill – as news reports predict Northern Ireland is set for its coldest winter in years.
The rewards scheme, which launched in September, will be carried out in over 50 bars throughout Northern Ireland in November and December as part of the ‘Look on the Harp Side’ campaign which rewards Harp fans who demonstrate their viewpoint on life in a pub game.
Lisa Ronayne, Harp Brand Manager, said: “The wings symbol is fast becoming synonymous with Harp and our brand evangelist, the Harp Angel, so with the return of the Earn Your Wings programme to pubs across Northern Ireland for Christmas it seemed appropriate that we join forces again with a local craftsman to help recreate the Harp wings one more time.
Lisa added: “Looking at the positive side of what could be a negative situation is something that the people of Northern Ireland can be commended for and the same positivity underpins Harp’s brand values. When we heard of the bitter weather conditions forecasted, we wanted to think of a fun way to make the most of it – creating wings from ice and giving away free cold pints of Harp was the perfect fit!”
“It’s fantastic news that Harp is extending the sampling promotion”, said Danny Coyles from The Anchor Bar, Portstewart. “Christmas is a key sales period and this activity helps drive even more footfall into the pubs by giving us something extra to offer. The Harp Angel himself was in our bar in September and customers really enjoyed the Northern Irish craic with him.”
The ice sculpture is the brand’s latest collaboration with local artists, following the creation of Northern Ireland’s first barley art earlier this year which helped to launch Harp’s ‘Earn Your Wings’ programme.
Harp fans can play Harp’s wingspan game and try to win a round of Harp on the angel in pubs across Northern Ireland. Participants simply have to uncover the largest pair of wings beneath three goblets to be rewarded with a free pint. For more information on chances to win visit facebook.com/harp.