Camden Town Brewery’s first national TV campaign puts spotlight on never pasteurised beers

Camden Town Brewery has launched its first national TV campaign, aiming to grow awareness and trial of its fresh, never pasteurised beers.

Positioned as the world’s first positive beer recall, the new campaign looks to educate beer lovers that pasteurising beer is the biggest mistake Camden could ever make. The pasteurisation process involves heating beer up, changing its taste, which Camden promises it would never dream of doing.

Running over four weeks this summer, the animated TV ad depicts a press conference held by an illustrated Camden employee voiced by Lolly Adefope, announcing Camden’s voluntary recall of a small batch of Camden Hells Lager cans that have accidentally been pasteurised and distributed across the UK.

With 50 cans of the inferior Hells Lager seeded out for beer drinkers to find, Camden drinkers will know if they have encountered one of the handful of pasteurised cans, which are covered in warning stickers and specially created by a special effects company to look just as terrible as they taste.

Those ‘unlucky’ drinkers who come across one of these cans will need to call the specially created hotline number to claim their reward and be compensated with a year’s supply of fresh, never pasteurised Hells Lager.

The year’s supply will include a case of Hells (24x cans), delivered straight to their door every month for 12 months.

“At Camden, we’re super passionate about always serving up the freshest beer possible, but we want to make sure our Camden fans know it too. The launch of our beer ‘recall’ campaign looks to highlight how important it is to us that all of our beers are never pasteurised, for a fresher taste,” Zoe Wulfsohn-Dunkley, Head of Brand Marketing at Camden Town Brewery, said.