Stella Artois launches on-pack eco campaign

by James Quilter , promotionsandincentives.co.uk 31-Jul-09, 14:52

LONDON - Stella Artois is offering to contribute funds towards the redevelopment of UK hedgerows as part of an on-pack campaign around its multi-packs.

The ‘Hedge Fund' campaign, which is being fronted by TV celebrity Ben Fogle, promises to create a hedge "three times the size of a promotional pack" with every multipack sold.

The InBev owned brand has tied up with The Tree Council and the National Hedge Laying Society for the promotion. Marketing support will include a print campaign and in-store point of sale.

Speaking about the campaign InBev marketing director Andreas Hilger said: "The new Stella Artois promotion is a fun play on words that delivers a serious investment towards helping replenish Britain's depleted hedgerows, which are critical to the existence of many plants and animals throughout the UK.

"As the UK's Number One lager we are helping consumers to take small steps with us. The Hedge Fund promotion enables Stella Artois to help consumers take those small steps and together reduce the rate of climate change - one kilometre of hedgerow will absorb up to one tonne of CO2 a year."

The Stella Artois campaign is a significant move away from previous promotions, most of which have tended to revolve around multibuy deals. It also steps away from competitors such as Fosters and Carlsberg, which has focused on ‘lad's nights in' and BBQs respectively.

However, even if it is the most unusual, Stella Artois is not the first brand to tie-in with an environmental charity for a promotion this year. Cereal brand Jordan is currently running a promotion offering the chance to collect tokens to receive a bee friendly plant.