Leo Burnett has taken the &£2m UK brief for InBev speciality beer brand Leffe from Publicis Groupe sister agency Fallon London.
Fallon won the account, which is held globally by Leo Burnett, without a pitch in May (MW May 19). Burnett had been unable to take on the work because it held the brief for rival drinks giant Scottish & Newcastle’s Scottish Courage cider brands portfolio. However, it relinquished the account in August to take on InBev lager brand Beck’s in the UK, which freed it to work on the Leffe work.
The network already held Beck’s globally through its Chicago office. The &£8m Scottish & Newcastle business, which included Strongbow and Bulmer’s brands, has since gone to St Luke’s. Fallon was tasked with revitalising the brand and it is thought that Leo Burnett will continue the brief.
Prior to Fallon’s appointment, the brand did not have a UK incumbent. Burnett’s Chicago office was appointed in November 2003; it created the global strategy and campaign based on the “Savour life. Savour Leffe” strapline. Media planning and buying is handled by Starcom.
Fallon is expected to stay on the InBev roster.