The consumer campaign, titled Laid Back Legends, aims to find the nation’s most popular “legend” through an online competition.
Web users will be encouraged to upload video clips of their friends and place them in one of nine categories, such as The Kebab King, The Mirror Magnet and The Lord of the Dance.
People can then view the clips online and will be encouraged to vote for their favourite one.
Each week, two top rated nominees will go head to head for the chance to win a £50 bar tab at their bar of choice and one overall winner, announced on Dec 31, will win a £10,000 holiday.
Craig Clarkson, head of consumer marketing at S&N UK, said the campaign, part of a £40 million marketing investment in the brand, would appeal to 18 to 24-year-old men.
“We established that there was a credible role for Foster’s to provide entertainment as the laid-back lager brand that doesn’t take itself too seriously and this is the perfect platform to communicate this message to our target market. ‘Laid Back Legends’ will create a great deal of interest and excitement around the brand, and I am confident that this will encourage more consumers to look for Foster’s in the beer aisle,” he said.