Anheuser-Busch InBevs Camden Town Brewery said the campaign represents its biggest marketing spend to date

Anheuser-Busch InBev's Camden Town Brewery said the campaign represents its biggest marketing spend to date

Anheuser-Busch InBev's UK craft brewer Camden Town Brewery has lined up a marketing campaign in its home market that highlights the first sip of a beer after a long day.

The 'Hello Hells' activation, which includes out-of-home ads in London, Leeds and Manchester, features six characters reacting to a pint of Camden Hells lager. Camden Town said the campaign represents its biggest marketing spend to date, although specific figures were not disclosed.

Jasper Cuppaidge, founder of Camden Town Brewery, said: "When developing the campaign, we spoke to consumers and noticed a real lack of passion for lager. People are still drinking it in their millions, but the excitement had gone. So, we decided to heavily invest in a campaign that really celebrated lager and reminded people of everything they love about cold, refreshing, full-flavoured lager like Hells."

The Hello Hells push will roll out across the summer through trade, PR and experiential and across Camden's two London breweries.

A-B InBev completed its acquisition of Camden Town Brewery at the start of 2016.

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