We were tasked with delivering InBev UK's ambition to make Leffe the UK's No. 1 choice for specialty beer. We executed a multi-channel strategy: collaborating with ASDA's Centre of Excellence to modernise beer merchandising, designing compelling on-trade collateral, staff incentives, and leveraging the 'Taste of London' festival with an immersive, innovative bar experience.
CLIENT
Leffe (Speciality Beer)
CATEGORY
On-Trade
COMMUNICATION
Perfect Serve Guides
Point of Sale Kits
Bar Displays
Staff Uniforms
OBJECTIVE: Build credibility within the on-trade staff team and drive consumer comprehension of the Leffe brand.
EXECUTION:
Stockists were provided with point-of-sale kits inc. a stockist presenter showing them how they should arrange their kit to drive awareness of Leffe.
Each item in the kit was specifically designed to stand out in a cluttered industry and included bar runners, a back bar display and quick reference guide for staff members.
