Greene King has lined up a return to UK television screens after four years for its IPA cask ale brand.

The UK regional brewer said today (6 August) that the beer will be the subject of an 11-week long campaign in the country, comprising of TV, outdoor and print advertising, which will cost in the region of GBP2m (US$4.06m). A 40-second TV ad was aired last week on satellite television, while a 30-second version will run on terrestrial TV in the country from 20 August.

Greene King will also coincide a print and outdoor campaign with this year's rugby World Cup for its IPA beer, which is the 'Official Beer of England Rugby'.

"Our new ad campaign communicates cask ale in a more relevant way for the new generation of drinkers and builds Greene King IPA's position in the market as a quality, session beer that appeals to drinkers who value great taste and quality," said Fiona Hope, marketing director at Greene King Brewing Company.

"The campaign demonstrates a connection between the brand personality and the characteristics of the drinker, who tend to be self-assured, unpretentious and independent. They know their own tastes and are not affected by passing fads or 'flavour of the month' products."