Heineken UK appoints outsourced marketing support specialist EC Group to play key role in World Cup period promotion

Heineken UK – the country’s biggest beer and cider producer – has appointed leading outsourced marketing services specialist EC Group to handle its ground-breaking Who Wants To Be A Football Millionaire? promotion this summer.

Created by marketing agency Steam UK – and developed in partnership with Sony Pictures Television – the Football Millionaire campaign will be Heineken UK’s biggest and widest-reaching promotion of 2010. It will run across five of Heineken’s top-selling beer and cider brands – Foster’s, John Smith’s, Kronenbourg 1664, Strongbow and Bulmers – in the run-up to, and during, the 2010 FIFA World Cup.

Fronted by Who Wants To Be A Millionaire? presenter Chris Tarrant, the campaign will feature on-pack and on-can in supermarkets and off licences and will appear in more than 13,000 bars across the UK from May onwards.

Keith Parsons, Heineken UK said: “EC Group have been excellent in their professional approach to planning this large scale activity. We need assurance that all logistics are 100% and EC Group have been able to ‘fine tune’ every detail to give us this and as always provide an enthusiastic service that makes them a pleasure to work with.“

EC Group (www.ecgroup.co.uk) will build and fulfil all promotional kits from its flagship three million cubic foot site in Hayes, Middlesex.

David Knight, Account Director at EC Group, says: “We have worked very closely with Heineken UK and their agency Steam UK to ensure perfect presentation of each promotional kit at the point of delivery. Packaging design has been key in ensuring that the various phases of the promotion are clearly and logically presented to licensees.

“This is all about driving sales and the more we can do to help maximise correct implementation, the better for our client’s bottom line.”

He adds: “EC Group’s recent investment in online systems and sophisticated processing technology will play a vital role in this huge promotion and will allow us to respond very rapidly to demand. Orders for the POS kits can come through to us at any time of the day or night – seven days a week – and it’s our job to make sure that we always have sufficient finished stock in place, to the right specification, to stay ahead of the game.”

EC Group – which celebrates its 200th anniversary this year – is recognised as the UK’s longest-established handling, fulfilment and logistics company. The firm began providing packing, warehousing and distribution services in 1810 under the name E. Christian & Company.

Today, EC Group combines its 200 years of experience with the latest 21st century technology and processes to provide bespoke outsourced services designed to meet each client’s specific requirements.

Its cost-saving marketing support services range from handling simple one-off distributions, mailing campaigns and point-of-sale merchandising … through to total project management of design, print, storage, fulfilment, digital asset management, and distribution contracts.

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