Diageo-owned Irish lager and cider brand, Rockshore, has launched its Christmas campaign, ‘The most refreshing time for a beer’. The multichannel push, which stars Ronan Keating, was developed in partnership with M&C Saatchi London.

To build on the success of this summer’s brand campaign launch, Rockshore tasked M&C Saatchi London with creating a fame-driving piece of work offering a “Refreshingly Irish” take on the festive season, in order to engage with lager drinkers aged 25 to 40.

While Christmas day is usually the focal point of the festive period, as a brand that celebrates playful banter as a sign of love and affection between mates, M&C Saatchi London identified Boxing Day (known as St Stephen’s Day in Ireland), the day when many go to the pub with friends, as an occasion that Rockshore could own.

To build anticipation for St Stephen’s Day, Rockshore is launching its first ever festive anthem, performed by Boyzone star Ronan Keating.

A series of humorous films depict Keating laying down a nostalgic take on Christmas classic ‘It’s the Most Wonderful Time of the Year’. The producer behind the mixing desk interjects and subverts the lyrics at Keating’s expense, while the singer dishes out his own banter about the producer and Rockshore, before the lads head to the pub.

The campaign is running across TV, video-on-demand, experiential and social channels in Ireland and Northern Ireland. Media planning and buying is by PHD. PR is handled by WH PR and campaign activation is by Verve

During the countdown to 26 December, Rockshore will also be bringing the St. Stephen’s Day vibes to selected pubs in Ireland, where guests can expect sing-a-longs, leftover Christmas Dinner sandwiches, games and pints of Rockshore.

“For most people, particularly families, Christmas day is the most important day of the festive season,” said Linda Bradley, Head of Beer at Diageo Ireland. “However, as a brand which is all about playful banter as a sign of affection between friends, we didn’t feel we had as big a role to play on the 25^th December.

“The 26^th is a day for mates to head to the pub, making it the perfect territory for Rockshore to own. So to build excitement for St Stephen’s Day, we’re excited to launch our first ever festive anthem, performed by the brilliant Ronan Keating.”