Greene King turns up the volume with Brian Blessed

Greene King, whilst not quite forecasting an early economic spring, says that it has seen some hints of forthcoming growth. The Suffolk brewer and pub owner has also enlisted the vociferous support of Brian Blessed for a new advertising campaign.

Greene King’s Abbot Ale is being promoted by giant of the theatrical world, Brian Blessed. The former Blackadder star and Have I Got News for You host, can be seen telling jokes at the Hawley Arms in Camden. The aim of the campaign is to associate Abbot Ales with Mr Blessed’s embodiment of joie de vivre. The adverts will be screened on comedy channels Dave and Dave Ja Vu. They are particularly aimed at 35-54-year-old males in the ABC1 group. Greene King is also bringing back Abbot Ales Reserve for the lead–up to Christmas. The company has previously used comedy channel Dave to advertise Old Speckled Hen.

Greene King said that evidence of a pick-up in consumer spending had to be balanced against the impact of potential job losses and tax rises in the wider economy. The company said that it is giving support to licensees and that its managed pubs were in growth, although its Loch Fyne restaurant chain had inevitably struggled in the cautious spending climate. In September, Greene King reported a like-for-like sales increase of 4.6% at its managed pubs for the 17 weeks to 30th August, fuelled by strong food sales.

11 November 2009