InBev has launched a television advertising campaign to its UK audience, focusing on the family heritage for its Artois beer brands.

The company said that its new 60-second adverts will launch today (5 November) and run nationally until mid-December, supported by press and poster advertising using the tagline "Pass on Something Good".

InBev UK marketing director Devin Kelly said: "This commercial maintains the tradition of stunning cinematography that has been the hallmark of the brand's advertising excellence for many years. It also supports La Famille Artois range of beers and captures the warmth and with people associate with Artois."

InBev UK is supporting through the line activity with initiatives such as a three-tier training programme, entitled L'Academie Artois, for its retailers and bar staff. A new chalice glass, which keeps beer 23% colder than other pint glasses after ten minutes, has also been crafted for its Artois brands, the brewer added.

The company recently reported a strong showing in its second quarter results, despite "challenging conditions" in both the UK and US.

The Belgium-based brewer said in August that operating profit for the three months to the end of June leapt by 19.8% on the corresponding quarter a year earlier, reaching EUR964m (US$1.31bn). Sales in the period rose by 7.6% in value terms to EUR3.7bn, and by 5% in volume terms to 68m hectolitres. Net profit in the quarter was up by 21% on Q2 2006, hitting EUR477m.