Old Speckled Hen is updating its image with a £1.1m advertising campaign that sees its iconic fox, Henry, turn sleek and urban for a modern day appeal.
The new advert which will be showcased across television, online and social media channels in a seven week campaign from 10 March, takes Henry on an adventure in search of a richer life.
Glancing up at a billboard of rolling Scottish hills he dreams of seeking 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. 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 advert finishes with Old Speckled Hen’s call to consumers to ‘Seek a richer life’.
In addition to television, video on demand, digital display and YouTube advertising, online formats for the ‘Seek A Richer Life’ campaign use intellectual wit to encourage viewers to be curious and engaged with the world around them. Old Speckled Hen has worked with an Oscar winning visual effects production company to create the advert. Paid social media posts will target users with lines such as ’To some, a wild weekend means something else’, ‘Exploring is for the legs, not the thumbs’ and ‘Go where Facebook cannot follow’.
The Old Speckled Hen brand is the UK’s number one premium ale and is supporting the advertising campaign with extensive on trade support. Pump clips featuring the fox, foxtail shaped cask beer handles and premium branded drip trays will bring the brand to life on the bar.
Speaking about the new advertising campaign, Clive Chesser, managing director, 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 on trade support kit is really striking on the bar, creating a talking point and an added premium feel. 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.”
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For further information contact beckyhaywood@greeneking.co.uk
Encs: Advert Clip for use – https://grey.box.com/s/9uwlytfwj419pgrpojesxepyomoxlxdr ; End still from advert; further high res stills available on request
About Greene King:
- Greene King was founded in 1799 and is headquartered in Bury St Edmunds, Suffolk. It currently employs 43,000 people across its main trading businesses; Pub Company, Pub Partners and Brewing & Brands.
- It operates 3,000 pubs, restaurants and hotels across England, Wales and Scotland, of which c. 1,800 are retail pubs, restaurants and hotels, and 1,200 are tenanted, leased and franchised pubs. Its leading retail brands include Hungry Horse, Farmhouse Inns, Chef & Brewer, Flaming Grill and the Greene King Local Pubs estate.
- Greene King also brews quality ale brands from its Bury St. Edmunds and Dunbar breweries, and is the UK’s leading cask ale brewer and premium ale brewer with brands such as Greene King IPA, Old Speckled Hen, Abbot Ale and Belhaven Best.