London’s Camden Town Brewery has launched its 2018 ‘Hello Hells’ advertising campaign in the UK, marking the largest marketing investment in the brewery’s eight-year history.

The campaign aims to reignite the UK’s love for lager by celebrating the moment of joy when having a sip of lager after a long day.

‘Hello Hells’ is a UK-wide campaign across press, digital, social and cinema. It features six Camden characters created and animated by illustrator Stevie Gee who illustrate the first sip moment.

Camden Town Brewery founder Jasper Cuppaidge 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 brewery was founded in 2010 by Jasper Cuppaidge in the basement of a pub in Hampstead and was acquired by Belgian brewer Anheuser-Busch (AB) InBev in 2015. The original brewery is located in Camden and a second one was opened in Enfield in July 2017 following a £25m investment.

Camden Town Brewery’s flagship beer is the German-inspired Hells Lager. It combines two beer styles, Helles and Pilsner, and has a 4.6% alcohol-by-volume (ABV) and 24 international bitterness units (IBU). It is produced with Pilsner malt from Bamberg and Perle and Hallertauer Tradition hops, which are matured for four weeks.

The company also produces seasonal beers. The one currently available is called Inner City Green Lager, which is the brewer’s first seasonal beer packaged in a canned format. It has a 3.7% ABV and 31 IBUs.

It is produced with Pilsner, Wheat, Munich and Cara Pils malt and Nelson Sauvin, Amarillo and Galaxy hops, which Camden Town Brewery claims provides aromas of green grape, gooseberry and passion fruit.