The campaign, which cost an estimated £1.1m, will be showcased across television, online and social media channels in a seven-week campaign from 10 March, and was produced with an Oscar-winning visual effects production company.
It features the iconic figure of Henry the fox, who has morphed from his traditional bedraggled form into a new sleek and urban incarnation.
'Seek a richer life'
The advert takes Henry on an adventure in search of a richer life. Glancing up at a billboard of rolling Scottish hills he dreams of escape. Impulse sees him hopping on a bus, hitching a ride on the back of a motorbike and jumping aboard a fishing boat before finding himself in the exact spot pictured on the billboard.
The viewer realises Henry is actually a man, when he is seen enjoying a bottle of Old Speckled Hen while overlooking the beautiful landscape. The advert finishes with Old Speckled Hen’s call to consumers to ‘seek a richer life’.
In addition to television, video on demand, digital display and YouTube advertising, the advert will be promoted via paid social media posts. The posts will target users with lines such as 'To some, a wild weekend means something else’, ‘Exploring is for the legs, not the thumbs’ and ‘Go where Facebook cannot follow’.
Exciting new evolution
Greene King Brewing & Brands managing director Clive Chesser said: “This new advert marks an exciting evolution for the Old Speckled Hen brand as it takes the consumer on a journey of self-discovery and adventure, encouraging them to push their own boundaries, try new experiences and seek a richer life.
“Old Speckled Hen consumers are discerning, love the rich, distinctive nature of the beer and are curious to explore life’s opportunities. We hope this advert inspires them to do just that.
“Our new on-trade support kit is really striking on the bar, creating a talking point and an added premium feel. As the market leading premium ale we are confident that this new multi-channel advertising campaign and bold trade support will be a driver for reinvigorating the category.”