Lowe promotes Stella's Draught Barrel with fresh work

Stella Artois, synonymous with being "reassuringly expensive", is maintaining its credentials as a beer to be cherished with a campaign to launch a line extension.

The campaign, which breaks next month, will support the introduction of Stella Artois' Draught Barrel, containing five litres of lager.

The manufacturer of Stella, Interbrew, claims the product will allow home drinkers to enjoy pub-quality lager.

Lowe created the ads, which will run in fashion and style monthlies.

They show expensive foods wantonly discarded from the fridge in order to accommodate the Draught Barrel under the theme: "The new Stella Artois barrel. Make room in the fridge."

One ad shows a large can of Beluga caviar being eaten by a cat, another a fresh lobster hanging out of a kitchen bin and a third a Parma ham at the bottom of a dustbin.

All the ads were produced by Richard Littler, Zac Ellis and Steve Williams and shot by Coppibarbieri, the Italian photographic duo responsible for the award-winning Stella Artois "bottle top" press campaign.

Starcom Motive is handling media buying for the creative work which maintains the brand's premium reputation by running as bound inserts on high-quality art board.

Damon Collins, the Lowe creative director, said: "This is a campaign for a remarkable bit of new product development and it continues a tradition of elegantly crafted press executions with a strong core strategy."