Greene King is backing Old Speckled Hen with a seven-week TV and digital ad campaign that seeks to give the brand “modern day appeal”.

It is investing £1.1 million in the campaign, which also includes on-pack promotions designed to boost off-trade sales.

The main ad starts with Old Speckled Hen’s long-serving mascot, Henry the fox, glancing up at a billboard and dreaming of a richer life.

“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,” said Greene King. “The viewer realises Henry is actually a man, when he is seen enjoying a bottle of Old Speckled Hen whilst overlooking the beautiful landscape.”

The ad finishes with a message to viewers, urging them to seek a richer life.

The marketing team worked with an Oscar-winning visual effects production company to create the advert, which will feature on paid social media and YouTube slots, digital displays and video on demand, as well as TV channels.

There will be competitions on multipacks and bottles, offering drinkers the chance to win weekend breaks and vouchers for shows, events and meals.

Tesco is also offering an exclusive in store prize for five customers to win a year’s free shopping when they purchase an Old Speckled Hen multi-pack.

Clive Chesser, managing director at Greene King Brewing & Brands, 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 off trade branding is really striking, standing out on shelves and with thousands of prizes for consumers to win. 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.”