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
Brand Experience
COMMUNICATION
Brand Experience Area
Brand Ambassadors Recruitment
Local Press
Organiser Press Packs
Digital Marketing
Goodie Bags
OBJECTIVE: Create a brand activity that engages 60k target consumers, drive 30k consumer samples & supports the overall communication plan in driving awareness.
EXECUTION:
A bespoke Leffe speciality beer bar, brand experience area was created, using reclaimed wood for the bar, wooden furniture, and signage. The bar was hosted by expert sommeliers who presented samples, brand, and category insight to visitors.
In addition to driving taste samples, Masterclasses, were available, demonstrating food pairing and how to truly savour speciality beers. Footfall driving tactics were also initiated to drive guests to local retailers, wholesalers, and restaurants.
