Mast-Jaegermeister's UK unit has rolled out a new advertising campaign, as part of a GBP2.7m investment. The aim of 'Craft the Moment' is to communicate the craft behind the brand as well as its 56 herbs, roots and spices. 

Nicole Goodwin, marketing director at Mast-Jaegermeister UK said: "Craft the Moment was created to tell the side of the Jägermeister story that remains untold – what the product is and why it's so special. Today's consumers are a generation who knows that to get the most from life, they have to put the work in, just as we do with Jägermeister."

The company said the advert will reach 66% of 18-34 year old men in the UK. The campaign also includes out of home advertising, off-trade specific support, PR and social media activity. The 2015 advert forms part of the on-going 'It Runs Deep' marketing campaign. The 'Craft the Moment' 30 second TV advert will air on various channels including E4, Fox, Sky Living and Sky Sports 1, until 31 December 2015.