The nationwide campaign uses six ‘Camden characters’, created and animated by illustrator Stevie Gee, to engage the British audience with its lager.

Jasper Cuppaidge, founder of Camden Town Brewery, 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 out-of-home campaign will focus on London as well as Leeds and Manchester, where the brewery has established a dedicated team to meet the growing demand for Camden lager. “Hello Hells” will continue to roll out through the summer in trade, PR and experiential and across Camden’s two London breweries.