Old Speckled Hen launches ads to back new ABV level

Greene King is launching an advertising campaign to promote the change in alcohol by volume (ABV) for its Old Speckled Hen beer brand.

The brewer is cutting the strength of the ale sold in pubs from 5.2% to 4.5%. It has also rebranded the packaging on its bottled beer.

Greene King appointed Kent-based integrated agency WFCA to handle its advertising account in January with a brief to develop print and outdoor work for the brand. The new campaign has been hand-drawn by an artist.

Greene King managing director Justin Adams says: “We have taken a ‘handle with care’ approach to updating the image of Old Speckled Hen.”

Last month, the company signed a sponsorship deal for the latest series of Ant and Dec’s Saturday Night Takeaway on ITV1, promoting its 1,300 pubs across the UK in a deal estimated to be worth 1m (MW September 21).

The new ads follow changes to the structure of the marketing division at Greene King after it poached former Coca-Cola marketer Fiona Hope to take over as marketing director for its brewing division last month (MW September 21). She replaced Sue Thomas-Taylor, who was promoted to commercial director for Greene King Pub Partners in March (MW March 9).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here