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25th August 2020


London, August 2020: Camden Town Brewery is investing in growing national awareness of Hells Lager with the launch of the world’s first telly ad you can (kind of) drink, by giving away 45,000 cans of fresh Camden Hells Lager.

A hallmark campaign for the London-based brewery, the ‘drinkable’ TV ad launching during the Champions League semi-final on BT Sport encompasses a fresh approach to increasing national brand awareness and trial of Hells Lager, by bringing it to the nation’s living rooms – via our TV screens.

Lager lovers can be in with a chance of winning a six, 12 or 24 pack of fresh Camden Hells, delivered straight to their door. Viewers just need to keep an eye out for the QR codes in the advert and scan them with their phone camera.

Despite the closure of the on-trade Camden managed to continue to grow their band equity metrics of awareness, consideration and trial. With pubs now re-opening, the brewery is continuing to invest in a unique and interesting way to raise national awareness of Camden Town Brewery and the fresh taste of Hells Lager.

The campaign has been created by advertising agency Wieden+Kennedy, which brings together a variety of design styles from four of the freshest illustrators. The ad features an animated Camden Town Brewery and a mix of fictional characters inspired by the Beer Team, lift the spirits of Brits in the undoubtedly bad year we’ve had so far, with free beer.

Jasper Cuppaidge, Founder of Camden Town Brewery, said: “2020 has been a tough year for everyone, and we’ve tried to help wherever we can with our lockdown initiatives that aimed to support the hospitality industry and NHS staff & charities across the UK. 

But now, we wanted to give the great British public the chance to finally share a fresh (socially distanced) beer with friends. We know it’s a small gesture, but we hope to bring some much-needed cheers in the best way we know how – with fresh beer!

Adam Keary, Managing Director of Camden Town Brewery, said: During the last few months, we’ve been challenged to think creatively on how we can continue to the success of our business and answer the UK’s need for fresh beer. To keep that momentum going, we’ve invested to raise national awareness of Camden Town Brewery and drive trial of the fresh taste of Hells Lager. Unlike our major competitors, we never pasteurize our beer, and we’re now bringing that message front and centre to our Fresh as Hells campaigns.  Combine this with the best ingredients, a brewing process true to the German traditions in our state-of-the-art brewery and you get the distinct fresh flavour of Camden Hells – Clean, crisp and dry.

The TV ad will be airing on BT Sport during the Champion’s League Semi-Finals on 18th and 19th August, the Champion’s League Final on 23rd August and on Channel 4 during the weekends of 21st – 23rd August and 28th – 30th August.

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For further information, interviews or samples, please contact the Camden Town Brewery press team on:

For more information on Camden Town Brewery, visit:

Notes to editors

The research was conducted by Censuswide with 2,000 general respondents aged 18 and over in UK between 07/08/2020 – 11/08/2020. The survey was conducted from a nationally representative sample of UK adults.

For further information, interviews or samples, please contact the Camden Town Brewery press team on: or

For more information on Camden Town Brewery, visit & @camdentownbrewery on Instagram.

About Camden Town Brewery

Camden Town Brewery is a leading brewery based in North London and the home of Hells Lager. Founded by Jasper Cuppaidge, the team began brewing under the railway arches in Camden in 2010 and opened a second brewery in Enfield in July 2017. The Enfield brewery is the largest brewery to be built in London in over 30 years.

Camden Town Brewery’s core range consists of five beers including its award-winning Hells Lager and the brand’s newest launch – Off Menu IPA. These beers are available in all major supermarkets as well as around 3,000 pubs, bars and independent retailers.

Alongside the core range, Camden Town Brewery releases several limited-edition Seasonal Hells lagers each year and smaller batch innovations and collaboration beers under its ‘Arch 55’ series.

In May 2020,  Camden rebranded Camden Hells to Camden Heroes in support of the NHS workers across the UK. All proceeds from sales of the beer were donated to NHS charities, and NHS workers were able to claim a 6-pack of the beer for free.

The brewery also launched a virtual pub called THE CAMDEN BRE.WWW.ERY BAR, which hosted a series of programmed entertainment including pub quizzes, live music, cookalongs and much more. All events aimed to raise money for Hospitality Action’s COVID-19 Emergency Fund.

Camden Town Brewery continued support for Hospitality Action’s COVID-19 Emergency Fund by hosting an auction on Twitter for the most valuable pint of Camden Hells ever poured, which was delivered (at a safe two metre distance) to one lucky beer fan’s front door. The pint sold for £800, which Camden matched and donated to the hospitality charity.

Finally, in July, the brewery created a one-off beer called ‘To The Pub’. The American Pale Ale was brewed to support and celebrate the pub industry in its time of need by giving them kegs of the beer for free