Described by Camden Town as “the world’s first positive beer recall”, the campaign highlights the unit’s preference not to pasteurise its beers. The London-based brewer has released 50 cans of the Camden Hells brand that have been pasteurised into the UK off-premise. Each can found will win the consumer a 24-can pack of Camden Hells per month for 12 months.
Promotion will come in a TV ad, which ran for the first time yesterday on Channel 4 and will be broadcast for a month.
“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,” said Camden Town Brewery’s head of brand marketing, Zoe Wulfsohn-Dunkley. “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.”
A-B InBev acquired Camden Town in 2015 and absorbed the division fully into its UK operations earlier this year.
Why craft beer is exploring the value market – very carefully – Click here for a Just Drinks comment
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData
