Stella Artois launched ‘green’ on-pack promotion in UK

3 August 2009 | By Popsop Team

InBev UK, the producer of Stella Artois in Great Britain, has launched an on-pack promotion to prove its sustainability commitment. The company has signed the environmentalist Ben Fogle to be the face of new promotional campaign called ‘Hedge Fund’.

stella_hedge_fund

The strange name with double meaning is actually intended to invest money raised from 18 x 284ml packs purchased into an actual hedge fund and then grow a hedge three times the size bigger than the pack.

According to Andreas Hilger, Marketing Director for InBev UK, new promotional campaign launched by Stella Artois, will help revitalize hedgerows, which are very important environmental entities, absorbing large amount of CO2 in the air (1 km of  hedgerow counteracts about 1 t of CO2).

The promotion in UK will be supported by outdoor and print campaign ‘Recyclage De Luxe’ as well as instore marketing activities.

via www.marketingmagazine.co.uk

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