The Huntsman, who has been Tetley’s figurehead for more than 50 years, has returned as part of a £3 million investment in cask Tetley’s this year, which includes Billington Cartmell’s experiential, poster, radio and point-of-sale campaign.
The five-week campaign will give consumers the chance to sample a free pint. This will take the form of ‘pub theatre’, with the Huntsman and his team going from pub to pub, buying everyone a pint of Tetley’s.
Within the pubs, the Huntsman will be a big presence in point-of-sale and on pump-clips and glassware.
The drive runs through April and into May, with six-sheet and 48-sheet posters, supported by 30-second radio commercials, all featuring the Huntsman who invites people to join him in a pint of Tetley’s Cask. The advertising includes a text mechanic, so that people can text and find the location of the nearest pub.
Paul Davies, director of brands at Carlsberg UK, says the reappearance of the Huntsman will mean a huge amount to Tetley’s fans. “The Huntsman is at the very heart of what Tetley’s cask ale is all about. He signifies quality and heritage.”
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