Camden Town Brewery has rebranded its classic Camden Hells Lager to a limited edition version called Camden Heroes. In light of the Covid-19 outbreak, the brewery has created new packaging to show its appreciation for the bravery of frontline staff working in the National Health Service (NHS). To replicate the NHS logo, the traditional red packaging of Hells Lager has turned blue.

The Camden Heroes Lager can be purchased online, with 20,000 cans already donated directly to NHS staff at hospitals and clinics for when they finish their shift. Camden Town Brewery has stated all proceeds will be donated to charities supporting British healthcare throughout the Covid-19 crisis. In addition to this, all NHS workers can claim a free six pack of Camden Heroes Lager by signing up to the Camden web shop, entering their NHS email and the code ‘HEROESFORHEROES’ at checkout.

With several foodservice outlets, like Wetherspoons, receiving a huge public backlash over their handling of the Covid-19 crisis, Camden Town Brewery’s actions may prove to be a very savvy marketing ploy. According to GlobalData’s 2020 Coronavirus (COVID-19) Consumer Survey Results – Week 5, half (50%) of global consumers desire news about initiatives adopted by the brand during the Covid-19 pandemic period. This suggests consumers look to their favourite brands for leadership, and are observant about what they are doing to help others.

This is not the first time Camden Town Brewery has seized the initiative on donating to good causes amidst the crisis. In April, the brand launched a virtual pub called the BRE.WWW.ERY bar, hosting online entertainment such as live music and pub quizzes to raise money for Hospitality Action’s Covid-19 Emergency Fund. The brewery also held an auction on Twitter for the most valuable pint of its original Camden Hells Lager to be delivered two metres from the winning fan’s front door. The pint was sold for £800, with the brewery matching the winning bid, donating a total of £1,600 to Hospitality Action. Online entertainment is a smart method to promote serious issues to younger consumers. Camden Town Brewery’s responsible yet fun response to the Covid-19 crisis leaves the brand well positioned for a return to normality.

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