E-Malt.com News article: 1779

The Belgian brewing force, Interbrew, announced on November 10 that the global advertising agencies Leo Burnett (Chicago) and Bartle Bogle Hegarty (London) had been awarded Interbrew's global speciality brands Leffe® account, and Hoegaarden® account respectively. Interbrew has worked successfully with both agencies in the past.

Interbrew is currently reassigning its global brand portfolio, which includes Leffe® and Hoegaarden®, into a select roster of global advertising agencies, with the goal of delivering world-class creative work on a consistent, global, and cost-efficient basis. With the selection of Leo Burnett to represent Leffe® and Bartle Bogle Hegarty (BBH) to represent Hoegaarden®, Interbrew ensures that its global speciality brands will have behind them the creative energies and strategic thinking of two of the top advertising agencies in the world.

Leffe®, the authentic Belgian abbey beer, is a rich yet accessible beer, brewed to be savoured in the tradition of the Abbey of Leffe, and comes in four varieties: Leffe Blond®, Leffe Brown®, Leffe Triple® and Leffe Radieuse/Vieille Cuvée®. Hoegaarden® is the original Belgian "white beer" and owes its distinctively refreshing taste and naturally cloudy appearance to a traditional blend of wheat-which is not malted-with a subtle hint of coriander and orange peel. Its brewing history dates back to 1445 in the Belgian village of Hoegaarden.

Interbrew chose Leo Burnett and BBH to handle these accounts because they both have demonstrated an ability to generate consistently high-quality creative work which reflects a profound understanding of consumers and brand strategy and which communicates their message effectively. As long-term strategic partners with Interbrew, they will challenge current marketing ideas, support the company's businesses worldwide through cost-effective solutions and manage the development and implementation of new campaigns across their networks.

"I would like to extend a warm welcome to these two agencies," said Simon Thorpe, Senior Vice President of Marketing at Interbrew. "They will provide Interbrew with clear and effective marketing ideas for the brand which they represent-ideas which are rooted in the quality and originality of these speciality beers. Their goal is to create sustainable, broad appeal for the brands over the next 10 to 15 years, based on insightful consumer analysis."

Cecile Vanderavero, Global Marketing Manager for Leffe® and Hoegaarden®, added, "I am very pleased that these Belgian speciality brands are now in the hands of two such prestigious agencies and will have the proper marketing tools to achieve real success in the global beer market."


12 November, 2003