Alan Partridge is Coming Back

Matt Jagger, head of entertainment for Naked said brands must consider producing their own content to reward consumers. “The overall aim is to get Fosters into comedy by pushing beyond simply badging content and become a part of the landscape to generate some consumer engagement,” said Jagger. “We believe brands have got to move beyond ads into the engagement economy.”

“Gayle Harrison, Foster’s marketing manager at Heineken UK said it was a privilege to be working with one of the UK’s best comedy talents. “We look forward to increasing the brand’s dialogue and engagement with lager drinkers through this exclusive new partnership.”