Stella Artois is highlighting its green credentials with the launch of an on-pack promotion offering an eco-friendly purchase incentive for consumers.
For each pack sold, Stella Artois will invest in a ‘hedge fund’ to pay for new hedgerow.
Andreas Hilger, marketing director for InBev UK, explained: “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.”
InBev UK is supporting the on pack promotion with an out-of-home poster and print campaign entitled Recyclage De Luxe to raise consumer awareness.
This will be backed up with in-store point-of-connection material to reinforce the Hedge Fund promotion to shoppers.
The Stella Artois Hedge Fund promotion is supported by The Tree Council and the National Hedge Laying Society, who take responsibility for planting new hedgerows in the UK countryside.
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