Stella Artois signs up Ben Fogle for green on-pack push

by Gemma Charles, marketingmagazine.co.uk 31-Jul-09, 14:15

LONDON - Stella Artois launching an on-pack promotion in a bid highlight its green credentials to consumers and has enlisted environmentalist Ben Fogle to front the activity.

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‘Hedge Fund' is the brand's first major promotion of 2009. For every 18 x 284ml pack purchased, Stella Artois will invest in an actual hedge fund and grow a hedge three times the size of that promotional pack.

Andreas Hilger, Marketing Director for InBev UK, 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.'

According to Hilger, one kilometre of hedgerow will absorb up to one tonne of CO2 a year.

As well as enlisting Fogle, InBev UK is supporting the promotion with an outdoor poster and print campaign entitled Recyclage De Luxe to raise consumer awareness and with in-store marketing.