Jägermeister is set to launch a nationwide digital advertising campaign in the lead up to Christmas.

The £1m campaign forms part of Jägermeister’s ‘Be the Meister’ global creative campaign which draws on the spirit brand’s heritage and encourages consumers to be the ‘meisters’ of their own lives.

Set to deliver 30 million impressions amongst 18-24 year olds, the digital ad will go live on 13th November for eight weeks.

Nicole Goodwin, marketing director at Mast-Jägermeister UK, said: “Jägermeister’s DNA is rooted in its distinctive irreverent nature, introduced and mastered by the creator, Curt Mast, who himself boasted an ‘irreverent and entrepreneurial spirit’.

“Our digital ad campaign reflects this and is designed to appeal to our youth audience and empower them to be their own meister. Unlike other spirits, Jägermeister is requested by name and has an established cult following, so our aim is to resonate with our UK youth audience in the all-important Christmas count down.”

‘Be the Meister’ will air on broadcast and non-broadcast video on demand channels, such as Sky, C4, Ladbible, nme.com and givemesport.com, and will be promoted on Jägermeister’s YouTube channel and social media platforms.