InBev UK has launched an advertising campaign for La Famille Artois focussing on the heritage of the family brand.
The campaign, entitled 'Pass On Something Good,' will kick off from 21 May and continues throughout the year.

The campaign, which involves outdoor and press advertising, will focus on the 600-year heritage of La Famille Artois, which incorporates Stella Artois, Artois Bock and Peeterman Artois, the brewer said today (18 May).

"Research shows that a credible brand heritage is highly motivating to consumers when they consider buying a brand," said InBev UK's marketing manager James Watson. "The new campaign reiterates that the Artois brands deliver just this while further building awareness of Peeterman Artois and Artois Bock, encouraging trial."

The ads will run on more than 2,300 sites across the UK, as well as featuring on the London underground and regionally positioned backlit posters.

Press advertising will run from June to September in a number of regional and national press titles plus consumer lifestyle magazines.

The La Famille Artois campaign follows InBev's recent investment into the 'Beck's Fusion' promotion, targeting 18-34 year old men in the UK with live music events.