The Together Agency has been appointed to the below-the-line business of InBev’s Artois range of beers. It won the account after a competitive pitch against undisclosed agencies.
It is working on developing an on-trade campaign that will support the full range of Artois beers, Stella Artois, Peeterman Artois and Eiken Artois brands.
The campaign, which will be led by a training programme aimed directly at bar staff, will launch at the beginning of next month. It will teach them various skills such as serving the perfect pint, beer tasting and matching beer with certain dishes.
Jonathon Turner, partner at The Together Agency, says the idea is to create brand ambassadors who will in turn deliver a strong word of mouth campaign.
It will also be supported by a microsite, still under development, where bar staff can go to submit details of their work. Consumers will also be able to access it and learn more about the Artois range and other related information, such as a list of the best bars in London.
The on-trade campaign, which will run until the end of the year, will tie in with the brand’s recent TV campaign, which was based around the theme, “Pass on Something Good”.
Turner says: “The Stella Artois brief was to come up with integrated solutions for consumers to reappraise the brand and appreciate its premium credentials.”
Earlier last month InBev appointed advertising veteran Robin Wight, chairman of Engine Group, to advise the company on its flagship brand, Stella Artois (MW February 7) . The company’s chief executive, Richard Evans, has recently stepped down from his role after 14 years. He has been re-placed by Stuart MacFarlane (MW.co.uk, February 18).