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 March 10, takes Henry on an adventure in search of a richer life.
Glancing up at a billboard of rolling Scottish hills, he then impulsively hops 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 while 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.
On-trade promotion
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 the advertising campaign is being supported with extensive on-trade promotion. Pumpclips featuring the fox, fox tail shaped cask beer handles and premium branded drip trays will bring the brand to life on the bar.
Clive Chesser, managing director of Greene King Brewing and 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 re-invigorating the category.”
