InBev has launched what it claims is its biggest monthly campaign for a brand in 18 months, behind Stella Artois.
The nationwide campaign is aimed at reinforcing the quality and heritage of the beer and signifies the brewer's commitment to the brand, said UK managing director Stuart MacFarlane.
"The campaign is focused on a very short time period to ensure it makes an immediate impact with the brand's target audience at the start of the summer, which is a key period for the premium lager business," he said.
Poster advertisements will feature on 3,278 sites nationally with a particular focus on busy London underground stations to reach the lager's target market of ABC1 males.
"This is going to be a big year for Stella Artois as we continue to support the brand with a range of activity, which is designed to ensure that it remains the key driver of lager business for retailers," said MacFarlane.
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