Anheuser-Busch InBev has launched a Christmas television and outdoor poster campaign for Stella Artois in the UK.

The campaign, including seasonal packaging, a themed TV and outdoor poster campaign and digital eCard campaign, is designed to generate new sales momentum for the Christmas period, the brewer said today (1 December).

Stella Artois packs - available to retailers in the following formats: 6x500ml and 10x440ml cans and 15x284ml and 18x284ml NRBs - feature the seasonal message "Originally crafted for Christmas".

The seasonal packaging will be accompanied by a TV commercial and out-of-home poster campaign reflecting the same theme and message. Stella will also feature in a digital initiative - "Send a Card, Save a Tree" - which offers consumers globally the opportunity to send a "free, augmented reality Christmas eCard".

Last month Anheuser-Busch InBev beefed up its "recyclage" activity for its Stella Artois brand in the UK.