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).