The London brewery, bought by global drinks giant AB InBev for £85m in December 2015, is seeking to “reignite the UK’s love for lager” with its new campaign, Hello Hells.
The campaign is Camden’s biggest marketing investment to date, and is aimed at celebrating the moment of joy experienced with the first sip of lager after a long day.
Passion for lager
Hello Hells will go out across out-of-home, press, digital, social and cinema channels, and centres around the little moments throughout the week that inspire you to say “Hello to Hells”, from leaving work and heading to the pub or simply having a night in with a beer and a takeaway.
The campaign is woven together by six Camden characters, created and animated by illustrator Stevie Gee, to illustrate the pure joy of clapping your eyes on a pint of Camden Hells.
Jasper Cuppaidge, founder of Camden Town Brewery, said: “When developing the campaign, we spoke to consumers and noticed a real lack of passion for lager. People are still drinking it in their millions, but the excitement had gone.
“We decided to heavily invest in a campaign that really celebrated lager and reminded people of everything they love about cold, refreshing, full-flavoured lager like Hells.”
The out-of-home campaign will focus on London, Leeds and Manchester where the brewery has established a dedicated Northern Beer Team to better meet growing demand for Camden lager in the cities.
“Hello Hells” will continue to roll out across the summer through trade, PR and experiential campaigns and across Camden’s two London breweries.
Earlier this month, Camden teamed up with Manchester indie rock act Courteeners to brew a special lager in celebration of the 10-year anniversary of the band’s debut studio album, St Jude.