Hoegaarden, the Belgian wheat beer distributed by Interbrew, has awarded its global advertising business to McCann-Erickson.
The agency has been briefed to increase the brand’s market share globally. Media spend for the UK is understood to be worth about &£2m.
In the UK, Hoegaarden has not had a large-scale advertising presence since its launch in 1994, and this move marks the first time the brand has advertised on television.
A spokesman for Interbrew central office confirmed the decision had been made in the past two weeks, but wouldn’t say which agencies McCann-Erickson had pitched against. It is not known whether Hoegaarden’s UK agency Mother will retain any business.
Mother has run a pub and bar poster campaign throughout the country. A spokeswoman for Interbrew UK says the Hoegaarden marketing spend in the UK will total &£4m this year.
According to ACNielsen, the brand increased its share of the UK onand off-trade sectors by 98 per cent by volume between February 1999 to February 2001.
In 2000, Richard Evans was promoted to the role of marketing director with responsibility for new product development. He reports to brands director Phil Rumble.
Interbrew’s UK agencies include Bartle Bogle Hegarty, Lowe & Partners, CST Group, Starcom Motive and Mother.