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UK: Foster's prepares anti-football Rosemount push

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Foster's Group has lined up an anti-football-themed promotion for its Rosemount wine brand in the UK.

The Australia-based wine company's Europe, Middle East and Africa (EMEA) unit said yesterday that the campaign, entitled 'Give Football the Yellow Card', will run in the UK between May and August to coincide with the FIFA World Cup tournament in South Africa in June.

The push includes a neck collar promotion offering consumers who purchase a bottle of Rosemount Diamond Label Chardonnay, Sauvignon Blanc or Pinot Grigio the opportunity to enter a free prize draw to win a trip to New York with three friends, GBP1,000 (US$1,530) spending money and their own personal shopper.

The neck collar features a 'chill to reveal' mechanic whereby each promotional bottle of Rosemount needs to be chilled to the optimum temperature for consumption to reveal a word which consumers need to SMS to enter the draw.

“Give Football the Yellow Card has specifically been designed to appeal to women and offers a unique point of difference at a time when many World Cup promotional campaigns will be focused towards men,” said Neil Barker UK commercial director for Foster’s.

Rosemount will also be the subject of an incentive programme for independent retailers in the country, which offers cash prizes of between GBP10 and GBP1,000.

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