InBev UK has developed a new press and outdoor advertising campaign for its Stella Artois brand.

The campaign features eye-catching designs, which aim to draw the consumer's attention to the different ele­ments involved in making the beer.

The 10 executions are intended to encourage 18 to 34-year-old consumers to stop and read the facts about the hops used to brew the beer and about its Belgian roots.

"Stella Artois is an iconic brand and the advertising reminds consumers how this came to be," said Lee ­Rolston, marketing manager for the brand.