Camden Town Brewery is giving away 45,000 cans of their Camden Hells Lager in honour of the world’s first ‘drinkable’ television advertisement.
Lager lovers can be in with a chance of winning a six, 12 or 24 pack of Camden Hells by looking out for PR codes to scan with their smart phone during the ad.
The advert will appear during the Champions League semi-final on BT Sport to increasing national brand awareness by bringing it to the nation’s TV screens.
It will depict an animated Camden Town Brewery and a mix of fictional characters inspired by the co-workers, with winners having the beer delivered straight to their door.
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.”
Despite the closure of the on-trade Camden Town Brewery, the distillery managed to continue to grow their band equity metrics of awareness, consideration and trial.
The campaign has been created by advertising agency Wieden+Kennedy, which brings together a variety of design styles from four of the freshest illustrators.
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 center 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.”
Camden Town Brewery’s TV ad will air on Channel 4 during the weekend of 28th – 30th August.
For more information on Camden Town Brewery, click here to visit their website.