The partnership, which marks the first of its kind for Thereís a Beer For That, will see the campaign move into the convenience food and drink sector.
As of this month the campaign is being launched into 200 Central England Co-Operative local stores, supported by POS material, which for the first time is also sited away from the beer fixtures. Expert food and beer pairings will be displayed initially for a range of most popular own-brand meals, to be followed by combinations for the summer BBQ season, with the aim of helping shoppers think about beer differently.
At the entrance to each store, shoppers will be greeted with food and beer imagery to create desire and suggesting beer as an accompaniment to food. As the shopper moves through to touch-points at both the drinks and food aisles, specific food and beer pairings are suggested to illustrate the versatility of the beer category.
Tasting notes will inform the shopper while making it easier for them to discover a perfectly matched beer for their meal.
The partnership follows on from a successful start to 2016 for Thereís a Beer For That, as the campaign secured two awards at SIBA Beer X for best on and off trade promotion.
Neil Gannon, marketing lead at There's A Beer For That, commented, "Working with Central England Co-operative† is a great partnership for both sides - There's A Beer For That can reach yet another new audience of those wanting to try something different, which really highlights the quality, diversity and versatility of the campaign and category."