Jägermeister’s JägerHaus Returns to UK Festival Scene

After picking up ‘Best Activation at a Festival’ at last year’s prestigious Event Awards, Jägermeister’s immersive music venue, JägerHaus, returned to the festival circuit with a bang for 2017. 

Hitting up LoveBox, Citadel, Kendal Calling and most recently Bestival, the JägerHaus has been host to many big-name artists, including Maribou State, Joe Goddard, Greg Wilson and Mike Skinner. 

This year's activation was created by agency FRUKT in collaboration with Silverdoor, Focus, Blue Reef and Peachy Productions.

“The JägerHaus is an ambitious, multi-layered venue, requiring a 20m x 20m footprint. It is a complex, bespoke two-tiered structure which requires a team of 15 people a week to build at each festival,” the team at FRUKT told LBB. “Our diligent team built strong working relationships with suppliers and festival production teams to create a robust production plan and build schedule, accounting for all eventualities and ensuring the structure was assembled in a safe and timely manner.”

"Jägermeister is a brand that has previously been associated with heavy metal music and fans. It was crucial for us to develop a new music strategy that was delivered through a range of genres from grime to indie, drum n bass to electronic to move away from this association and appeal to Jägermeister’s younger, mainstream audience."

"Arguably our biggest challenge of all has been to disassociate the brand with Jägerbombs, a 'quick fix' serve that is not promoted by Jägermeister but is front of mind for their audience. From its early inception, the JägerHaus was designed to be a place where consumers would be encouraged to dwell, from its seven unique spaces to explore to the diverse programme of music and fun features on offer. While spending time at the JägerHaus consumers were encourage to trial the new Root56 serve, a long drink consisting of Jägermeister, ginger beer, lime and cucumber. The serve has proved to be a major success and continues to change perception of the brand. Through qualitative research 77.5% of attendees questioned in 2017 confirmed they had tried a Root56 and would drink it again (an increase of 37.5% from 2016’s results)."

Jim Robinson, Managing Director, FRUKT, commented: “The JägerHaus is a very ambitious project that has seen every department in the agency play their part from strategy and planning to design and creative, talent and rights to account management. I’m incredibly proud of the FRUKT family for the huge team effort they continue to display.”