Grolsch International, in partnership with Sleeman Breweries, is launching its first Canadian advertising campaign for Grolsch Premium Lager. The spring campaign includes both radio and outdoor media, which will run through the summer in the Ontario market.

In a statement, Will van der Valk, Grolsch brand manager at Sleeman Breweries, said: "Consumers already have a latent awareness of the Grolsch brand and recognize it as a premium European beer. Our objective with this campaign is to generate a heightened awareness of the Grolsch brand among Ontario premium beer drinkers."

The creative concept is founded on insights that were tested in consumer research. The campaign leverages brand attributes unique to Grolsch.