The Campaign for Real Ale (CAMRA) has launched its first-ever TV advert, which is being shown to Sky TV viewers across the east of England. 

Airing in cities including Cambridge, Peterborough, Norwich, Ipswich and Northampton, the advert features people enjoying pints of beer at a pub and a CAMRA festival. 

According to the organisation, the advert is intended to raise awareness of the campaigning carried out by the group, which advocates for local pubs as community assets and celebrates independent brewing. 

Filmed by the video production company Lamplight Media, the commercial is currently being shown between programmes including Euphoria, The Miniature Wife, Prisoner, Wuthering Heights and Downton Abbey: The Finale.

On its TV debut, CAMRA chairman, Ash Corbett-Collins, said: “I am excited for us to be branching out into TV marketing and promotion. CAMRA is a great way to discover new beer, brewers and pubs and this advert will help us reach new audiences.  

“There are lots of people who go to the pub and enjoy cask beer, real cider and perry, but may not know how much vital campaigning takes place across the UK. It really shows what CAMRA is all about: pubs, pints and people. 

“The east of England was the perfect location to trial the advert. It is a hotspot for great pubs, independent breweries, fantastic festivals – including Peterborough Beer Festival, 24-29 August – along with a lot of local CAMRA branches, all working towards our campaigning goals and enjoying socialising with like-minded people.”