The ads are designed to hit 12 million ABC1 men and will play out during the FA Cup semi-final on ITV along with other TV slots.
Further advertising on radio, online and print titles will bolster the message.
Dom South, Greene King marketing director, said: “Old Speckled Hen is an iconic brand with a distinctive personality. Research shows it continues to be the ale most drinkers want to see on the shelf in the supermarkets.
“Henry the fox is the ideal symbol of both the beer’s rich past and its bright future, with an eccentricity and humour that will appeal to beer drinkers.”
The ads begin today and will run until April 20.
They feature Henry sitting at the bar in his local pub musing about “strange family traditions”, such as looking for chocolate eggs hidden by “a giant bunny”.
Instead, he argues we should “cut out the middle man, stop searching for those eggs and grab hold of the hen.”