Leffe builds on quality image

InBev has launched a new advertising campaign to support Leffe, its increasingly popular speciality beer brand.

The campaign, which will run for 10 weeks, is taglined "Savour Life. Savour Leffe". It will appear in a number of national newspapers, including The Sunday Times, The Guardian and The Observer.

The advertising details the course of engaging conversations between people while they enjoy a glass of Leffe, as the brewer tries to show drinkers that the beer is one to savour and linger over - not rush.

"The Leffe campaign is now in its third year and has contributed significantly to the growth of the brand. It has played a key role in telling consumers what the brand is all about - one that demands to be savoured, supported by 700 years of brewing tradition," said James Watson, marketing manager for speciality beers at InBev UK.

The campaign will feature in publications aimed at 30 to 50-year-old males - Leffe's target audience. The focus will be particularly placed on weekend newspapers to emphasise the idea of enjoying free time.

Mr Watson added: "Speciality beers are increasing sales in the UK at a phenomenal rate, spearheaded by the success of brands such as Leffe.

"This new burst of advertising will help us reinforce and support Leffe's position in the marketplace and follows its presence at the Taste of London exhibition where approximately 10,000 consumers sampled the brand."

This launch comes amidst strong on-trade performance that has seen Leffe's volume sales grow by 47 per cent during the past year.