The “hedge fund” promotion, fronted by television adventurer Ben Fogle, will see the Inbev-owned brand invest in growing a hedge three times the size of the 18 x 250ml promotional pack purchased.
Andreas Hilger, marketing director for InBev UK, claims the promotion delivers a “serious investment towards helping replenish Britain’s depleted hedgerows”.
The promotion is being supported with an outdoor and print campaign entitled Recyclage De Luxe. This will be backed with in-store point-of-sale activity.
The Hedge Fund promotion is supported by The Tree Council and the National Hedge Laying Society.
Other packs included in the promotion are 18 x 284ml, 15 x 440ml, 10 x 330ml, 4 x 330ml and 10 x 250ml.