James Ready to party near campus

Second only to food and shelter, the true student survival essential is beer. With that in mind James Ready has launched a fall promotion that rewards students with the products they may have skipped over on their way to buy brew. The brand will be giving away student essentials like Kraft Dinner, toilet paper and […]

Second only to food and shelter, the true student survival essential is beer.

With that in mind James Ready has launched a fall promotion that rewards students with the products they may have skipped over on their way to buy brew.

The brand will be giving away student essentials like Kraft Dinner, toilet paper and laundry detergent at six “bar-tering” themed parties at popular student bars across Ontario. Attendees will play games to win James Ready bottle caps, which they can trade in for “essentials.” The first of the parties was last night in St. Catharines, Ont.

Developed by Leo Burnett and executed by Campus Intercept, the parties are designed to give back to students who have long been loyal to the discount beer brand.

“Given the price point [of James Ready], it’s positioned very much within the student market,” said Andrew Au, president of Campus Intercept.

“Campus Bar-Ter follows in the tradition of being the brand of the people,” said Judy John, chief creative officer at Leo Burnett. “We help our drinkers, they help us… Half the fun for us was coming up with ideas for stuff students really need, like toilet paper, deodorant, tube socks, mac n’ cheese, and then trying to rationalize JR bottle cap values for their redemption.

“We had more outrageous items, but had to cut them back for budgetary reasons; the fighter jet for 150 billion caps comes to mind,” said John.

The parties will be held at unofficial student bars near campuses. To promote the parties, Campus Intercept is having its team of student brand ambassadors distribute door hangers in student residences, put up flyers in student neighbourhoods and invite peers to the event’s page on Facebook.

The program will take place in six major university markets in southern Ontario including Windsor, Waterloo, Hamilton, Kingston and London.

Brands Articles

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

Frank & Oak push pop-up competition in the U.S.

Montreal-based retailer is giving consumers the power to pick temporary locations

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors

What the Heinz-Kraft merger could mean for Canada

Experts say deal will likely lead to layoffs as the two companies find ways to share costs

N.L. college picks Target Marketing to steer branding

Campaign for College of the North Atlantic expected to launch this summer

Metro gets personal with latest digital play

Grocer offers personalized deals through mobile app and website