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UK: Interbrew launches L1m Leffe campaign.

Interbrew UK is launching its first UK advertising campaign for the Belgian speciality beer Leffe. The company said the campaign will "highlight the unique nature of the Leffe drinking occasion".

The three-month press campaign will communicate the message “Savour Life. Savour Leffe” to drinkers aged 30-plus.

Phil Rumbol, marketing director of Interbrew UK, said: “Savouring is a key part of the attraction of speciality beer and we are illustrating that in a visually appealing way.

“There is huge growth potential for speciality beers which have seen sales growth of 175% between 2000 and 2004. They can become the flagship of the UK beer market and have a major role to play in improving the image of beer.

“This campaign will raise the profile of the brand among a key audience and make more people aware of the very special nature of the Leffe drinking experience.”

The L1m campaign, which consists of four executions, will run until October primarily in the politics and City pages in the weekend supplements of a range of newspapers and magazines. The media schedule includes The Economist, The Spectator, Time, Newsweek, Private Eye, The Week, The Times, The Daily Telegraph, The Guardian, The Independent, The Scotsman and The Glasgow Herald.

The ad campaign is part of Interbrew UK’s L7 million investment in its speciality beer portfolio during 2004.

23 August, 2004