Cruzcampo tackles Britain’s ‘spontaneity crisis’
Cruzcampo is giving away thousands of free pints after research commissioned by the lager brand found the average Brit has not done anything spontaneous in 80 days.
Cruzcampo is encouraging consumers to embrace more last-minute plans with a nationwide free pint giveaway inspired by the brand’s Sevillian roots.
The campaign follows new research commissioned by the Spanish-style lager brand, which found that the average Brit has not done anything spontaneous for 80 days. According to the data, more than a quarter (28%) of respondents said they never, or very rarely, say yes to last-minute plans, while 18% admitted they had never done something “just for the hell of it”.
The research, conducted by Censuswide among 2,000 UK adults aged 18+, also found that consumers now prefer to make plans around 10 days in advance on average. Meanwhile, 58% said they regretted turning down a last-minute invitation.
‘Choose to Cruz’
As part of its “Choose to Cruz” campaign, the Heineken-owned brand is giving away thousands of free pints, redeemable within 48 hours, in a bid to encourage more spontaneous pub meet-ups.
The promotion also includes no and low alcohol options, including Heineken 0.0 and Birra Moretti Zero.
Fronting the campaign is TV personality Sam Thompson, described by the brand as a “yes man”, who is encouraging consumers to swap saying “no” for “YOLÉ”, Cruzcampo’s Sevillian-inspired take on YOLO.
Partner Content
Thompson said: “What is it they say…spontaneity is the spice of life! I’m challenging the nation to throw caution to the wind and grab a pint with a mate tonight – without checking the calendar. It’s time to be less NO-lé and more YOLÉ!”
The research also highlighted the extent to which routine is shaping consumers’ social habits. Almost one in five (18%) respondents said they felt trapped in a strict daily routine with little room for unplanned activities, while 40% said they would not consider themselves spontaneous.
Among the reasons given for avoiding last-minute plans were preferring to plan ahead (23%), already having a packed schedule (17%) and lacking energy (15%). Anxiety was also cited by 14% of respondents, rising to 20% among Gen Z consumers.
Despite this, almost two thirds (61%) said they wished they were more spontaneous, while 63% said they worried about missing out by turning down last-minute invitations.
Trip to Seville
Alongside the pint giveaway, Cruzcampo is also offering consumers the chance to win a three-day trip to Seville for two people. The prize must be accepted within two hours of notification.
Veronica Sica, marketing director for beer at Heineken, said: “At Cruzcampo we understand just how easy it is to get caught up in the everyday. We hope that by bringing a little Sevillian spontaneity to the UK Brits will feel brave enough to Choose to Cruz and embrace a little un-planned joy – because more often than not, that’s where the best memories are made.”
Founded in Seville in 1904, Cruzcampo joined the UK market in 2023 and is now brewed locally as part of the Heineken UK portfolio.
Related news
Lidl opens beer terrace in Prague
