The “well loved” Henry the Fox character will be returning to TV, as well starring in radio, press and digital advertising in a bid to reach 12 million of the beer’s target ABC1 male audience.
“As cask ale is going from strength to strength in the UK, the new ‘Old Speckled Hen’ advertising campaign will support licensees by driving even more interest and sales into the category,” said Dom South, marketing director at brewer Greene King.
“Recent research shows that Old Speckled Hen continues to be the ale pub goers most want to see on the bar when they head into their local.”
The campaign will kick off at Easter with a TV ad that’s shows Henry sitting in his local musing on strange family traditions such as searching for chocolate eggs that have been hidden by a giant bunny.
“Henry the fox is the ideal symbol of both the beer’s rich past and its bright future, with an eccentricity and humour that will appeal to beer drinkers,” South said.
In November the brewer opened a new £750,000 craft brewery, which will be used to brew small batch and limited edition experimental beers.