Greene King is targeting four million ABC1 men and hopes to “galvanise the momentum and interest around ale”.
Managing director Chris Houlton said: “We have had a strong customer and consumer response to previous Old Speckled Hen and Greene King IPA ads and we’re delighted both will make a return to TV. Our aim is to increase penetration into ale and we believe our investment into TV will do just that.”
The Old Speckled Hen campaign will see the return of its brand ambassador, a fox called Old Speckled Henry.
He will feature in eight new 10-second clips, one of which focuses on Old Golden Hen – making it the first golden ale to appear in a UK TV ad.
The campaign will be supported by a series of broadsheet press ads highlighting Henry’s particular point of view around key calendar events, including Father’s Day.
The debonair fox will also be tweeting regularly from @speckledhenry throughout the campaign.
The return of Greene King IPA’s ‘Crafted for the Moment’ ad follows a debut last year which Greene King said resulted in great feedback from the trade.
The ad’s return to the small screen coincides with the single release of its backing track Country Song by Brit Award nominee Jake Bugg.
Both brands’ ads will be aired around programmes including FA Cup and Champions League coverage and other live sport. The Greene King IPA ad will also feature around Premier League matches on Sky Sports and be supported by a Facebook campaign.