Bass ale’s “unrivalled quality credentials” are at the heart of Interbrew’s first advertising push behind the brand in seven years.
The brewer’s intention to increase its support for the beer with a £3m investment was first revealed in The Grocer last month (October 25, p74).
Four outdoor poster ads will appear at railway stations in London and the south-east as part of the “Expect Perfection” campaign, which breaks on Monday (December 1).
Phil Rumbol, marketing director of Interbrew UK, said: “Among Bass drinkers, we have found there is a real consumer perception of product quality.
“Consumers believe that in a category in which consistency is rarely achieved, Bass offers a real guarantee of quality.”