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Jägermeister - Jägerhaus

Jägermeister’s Award-Winning Brand Activation


Challenge

Jägermeister tasked FRUKT to create a brand activation to tour the UK festival circuit with the objective of creating memorable experiences and deepening engagement with their target audience. They wanted to demonstrate their on-going commitment to live music and a diversified sound, whilst promoting their hero Ice Cold Shot serve and cocktail Jägermeister Mule.

Catalyst

The Jägermeister brand has a rich history that centres around their unique product offering, with a focus on engaging consumers to create bonding moments and reward discovery. We wanted to create an activation that magnified Jägermeister’s brand values and reaffirmed their strong association with the music industry. It needed to be memorable, engaging, and encourage dwell time to deepen brand engagement. Our response was the JägerHaus.

How We Pressed Play

We created the JägerHaus; an ambitious, multi-layered venue that toured fifteen festivals across the UK from summer 2015 to 2019. We took consumers on a journey of discovery through unexpected spaces of the Haus, tasting well-known and bespoke drinks offerings, and revelling in established and up-and-coming talent on stage.

A venue consisting of seven connected spaces, each with a separate look and feel, the JägerHaus was filled with visceral immersive moments that unfolded as day turned to night. Home to pumping tunes, bright neon lights, the latest bands and DJs, and ice-cold shots, it was a place where memories were made and social currency was created, all set to an amazing, eclectic soundtrack.

The JägerHaus has featured more than 300 truly incredible artists, both live acts and DJs, legendary and emerging, with highlights including Rag ‘n’ Bone Man, Joe Goddard, Blossoms, Novelist, Idles, Jungle, Maribou State, Mike Skinner, Elderbrook and many many more.

The Results

  • Over 328K visitors across fifteen festivals
  • 148M total social media reach across 5 years (2015-2019)
  • 888M total media reach across 5 years (2015-2019)
  • 95% would recommend the JägerHaus to their friends
  • Consumers rated their JägerHaus experience 9/10
  • Winner of The Brand Activation Award at the 2017 UK Festival Awards
  • Winner of Most Effective Multibrand Event or Partnership at the 2017 Field Marketing and Brand Experience Awards
  • Winner of Best Brand Activation at a Festival or Public Event at the 2016 Event Magazine Awards
  • Winner of the Music Marketing award at the 2015 Masters of Marketing Award


A venue consisting of six connected spaces, each with a separate look and feel, the JägerHaus was filled with visceral immersive moments that unfolded as day turned to night.

Results

Jägermeister’s Award-Winning Brand Activation

328K visitors across 15 festivals
148M TOTAL SOCIAL MEDIA REACH (2015-2019)
9/10 visitor rating