Beck’s puts BTL account up for pitch

BecksInbev’s Beck’s beer brand is pitching its below-the-line account as part of its push to target the take-home market. It is understood that a number of undisclosed agencies have already started pitching for the business.

Marketing activity is expected to focus on sales promotions. It is not believed there is an incumbent on the account, however Woo Communications has previously carried out point of sale and on-trade activity for the brand.

An Inbev spokeswoman says: “The below-the-line pitch supports an initiative which will bring to life Beck’s brand properties specifically within the take home channel.

Last month, Inbev UK announced plans to increase prices across its portfolio of beers, including Stella Artois, by an average of 3.3%. The hike is applied to both on- and off-trade prices, and was made effective September 15.

In recent activity, Beck’s advertising agency Lowe London created a press and outdoor campaign for Beck’s Bier earlier this month. The campaign was to support the launch of Beck’s Canvas – an initiative to display contemporary artists’ work on its bottle labels (MW September 11).


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