New look for Old Speckled Hen

Old Speckled Hen is to be positioned as

"the not-so-traditional ale" in a £1.5m drive to attract a younger style-conscious crowd.

Central to the marketing push is a set of three oil paintings showing normal Hen drinkers in modern-day settings, posed and lit in a way that resembles 18th-century portraits. From a distance the paintings look traditional, but up close they reveal contemporary settings - flatmates eating pizza at home, a trio of friends having a pint down at their local pub and a couple having a barbecue.

Created by New York artist Marvin Mattelson, the paintings will form the print campaign in national and consumer press, and at 250 London Underground stations during March.

Greene King Brewing Company marketing director Fiona Hope said: "Traditional premium ale lovers are important to us, but we're finding new appeal for the brand with younger drinkers - the not-so-traditionals. Old Speckled Hen has a quirky, independent personality, and can engage a new breed of consumer with this innovative campaign."

Last year the 4.5% abv brew was voted one of the top five brands to watch by opinion group Superbrands, while sales were up by 10% in pubs and bars.