InBev UK is supporting the on-trade roll-out of its Artois Bock brand with a national press advertising campaign.

The six-week campaign will run from early-October. Artois Bock, first brewed in Leuven in 1892, is the latest addition to the brewer's specialty beer portfolio in the UK. The brand is being made available on draught to selected outlets, with only 1,000 fonts available in total.

The ads, to be placed in national newspapers including The Times, The Sunday Times, The Guardian, Observer, The Independent and the Daily Telegraph, celebrates the life and achievements of a 19th Century maverick brewer, Edmond Willems, who pioneered the brand almost 120 years ago.

"The strategy for the roll out of Artois Bock in the on trade will reinforce the brand's superior quality and this will be further supported by the high quality advertising campaign," said InBev UK marketing director Phil Rumbol. "The launch of Artois Bock came about through the discovery of the Edmond Willems' original recipe in the Brasserie Artois archives in Leuven. The nature of the campaign will strike a chord with beer drinkers who will appreciate his achievements and the unique brewing heritage of the brand."