JWT Foster's Bow Set for March

J. Walter Thompson’s debut campaign for Foster’s Lager, initially expected to break this month, won’t air until March, brewery and agency officials said.

The delay is blamed on preholiday production hangups in Sydney, Australia, as well as the extra time it is taking to carry out a new marketing strategy and subtle repositioning of the brand, said Marilyn Herkowski, a representative for Miller Brewing, the Milwaukee-based distributor of Foster’s in the United States.

JWT’s spots for the brand, previously handled by Angotti Thomas Hedge in New York, will employ the “Australian for beer” tag.