Jägermeister to reveal £1m experience at Field Day

Jägermeister developed the experience with Frukt
Jägermeister developed the experience with Frukt

Spirit brand Jägermeister will launch its biggest festival activation to date at London's Field Day festival this weekend (6-7 June).

The £1m Unearthed activation has been developed in collaboration with agency Frukt. It comprises of four separate areas located in one main Jägerhaus that will offer festival-goers an immersive experience that changes from day to night.

Peachy productions is working with Frukt to design the structure and get the final design signed off, as well as manage suppliers, logistics and implementation on site. 

Inside, guests will be able to explore the Lodge, Backyard, Warehouse and The Loft. Several bars will be located throughout the house, serving up the brand’s Ice Cold Shot, Jägermeister Spice and Cola and Root 56 – a new summer serve comprising of the spirit, ginger beer, lime and cucumber.

Artists from the Jägermusic programme will perform in the space alongside emerging bands and DJs. Formation, Spring King, Boxed In and Murkage and Toy will all play at the Field Day leg.

Samantha Green, Jägermeister events manager, said: "Jägermeister is a brand synonymous with music and music festivals. This year we’re excited to announce our biggest and most impressive activation to date.

"We are investing heavily in driving engagement among our key target audience at festivals that resonate with Jägermeister’s ‘unconventional’ brand DNA to increase engagement and deliver the full Jägermeister experience."

Jim Robinson, managing director at Frukt, added: "We’re really looking forward to Field Day and unveiling the Jägerhaus – it’s the culmination of a huge amount of effort over the last six months and is immense. We really think the experience will make an impact with Jägermeister’s target consumers and encourage people to explore the brand’s history further." 

The brand will also be activate at festivals such as Bloodstock, Bestival and BoomTown throughout the summer.

More: Jägermeister hires Frukt for music activations

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