Whitbread assigns Hoegaarden brand initiative to Mother

Mother has taken on a third slice of Whitbread business this week

by winning the brief to create a major campaign for Hoegaarden, the

Belgian white beer brand.

The agency already works with Whitbread on Source, the vodka drink

launched earlier this year, and on Beefeater restaurants, whose ad

campaign is now on air.

Peter Jackson, the director of marketing at Whitbread, said: ’Whitbread

has a roster of agencies but Mother is the right partner - it is great

to work closely with an agency whose dynamic creativity will add

excitement to the brand.’

Hoegaarden, which was introduced to the UK in 1990, has been handled by

Lowe Howard-Spink but has produced no advertising of note. Its most

high-profile marketing to date has been the sponsorship of the Channel 4

late-night music programme, The White Room.

Andrew Medd, a partner at Mother, said: ’This is one of the most

exciting prospects in the beer market.’

This article was first published on Campaign