Heineken has hit the campaign trail with ad pushes for its low-abv Foster’s Radler and new Bulmers flavours.

The brewer is supporting Radler - a 2% abv lemon-flavoured lager launched in March - with a TV, print, sampling and outdoor campaign kicking off on 13 May. The eight-week push was designed to highlight how refreshing the drink was, said Heineken.

Sales had topped three million bottles within a few weeks of launch, claimed Foster’s brand director Gayle Harrison.

In the run-up to summer, Heineken has also turned the spotlight on its Bulmers Bold Black Cherry and Pressed Red Grape cider variants with a press, outdoor and digital campaign this month.

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