The Week: Advertising news - Carling work goes regional

Coors Brewers is to take a regional approach in its new campaign for Carling, emphasising the beer's provenance as part of its "British barley" strategy.

The activity will begin in Yorkshire and focus on the local origins of its ingredients. Carling, which plans to double its investment in marketing in 2009, is running the campaign as part of a wider strategy to encourage more than one million people to revisit their local pub.