Foster’s is launching a TV, cinema and radio campaign that will urge standard lager drinkers to “Get Some Australian in You”.
The campaign will begin with two 40-second ads to be screened on terrestrial and satellite TV from the middle of this month.
The ads will also appear on ITV and Channel 4’s online video-on-demand service before highly-rated programmes including The Inbetweeners and Peep Show.
The cinema campaign starts with screenings before Bruno, the new Sacha Baron Cohen film.
Six radio ads will also be on-air from mid-June.
Natalie Clearie, brand manager at Scottish & Newcastle UK, said: “Foster’s is an established performer in the standard lager sector and humour is a potent weapon that has served the brand well in our advertising over the years.
“Our research showed us that now more than ever, people yearn to re-connect with a stress-free world and we believe that Foster’s is the perfect beer brand to facilitate this.”