Programmatic Lunch

Jägermeister wants consumers to 'Be the Meister' this Christmas

Tyrone Stewart

JagermeisterJägermeister, the popular herbal liqueur of German origin, is investing £1m in a UK digital advertising campaign in the run up to Christmas, encouraging people to pick up the product this festive season.

The ‘Be the Meister’ campaign, which will run from 13 November for eight weeks, aims to deliver 30m impressions amongst 18 to 24-year olds. The advert, encouraging consumer to be the ‘meisters’ of their own lives, will air on broadcast and non-broadcast Video on Demand channels, such as Sky, Channel 4, Ladbible, NME.com, and Givemesport.com, as well as being promoted on Jägermeister’s YouTube channel and social media platforms.

The ad, created by Opperman Weiss, takes place in a German nightclub where the crowd is led in a toast by the ‘Meister of Cold’, supermodel Nadja Auermann.

 “Our digital ad campaign… is designed to appeal to our youth audience and empower them to be their own meister,” said Nicole Goodwin, marketing director at Mast-Jägermeister. “Unlike other spirits, Jägermeister is requested by name and has an established cult following, so our aim is to resonate with our UK youth audience in the all-important Christmas count down.”