Camden Town Brewery has launched “the world’s first” positive beer recall to educate consumers about its brewing process, it said.
Consumers who manage to find one of the 50 “inferior” beers that have rolled out will be compensated with a year’s supply of Hells Lager, said Camden.
The recall is supported by a national TV ad, which depicts a press conference, held by an illustrated Camden employee and voiced by comedian Lolly Adefope.
The press conference announces a voluntary recall of a small batch of Camden Hells Lager cans that have accidentally been pasteurised and distributed across the UK.
Drinkers will know if they have found one of the pasteurised cans, as they are covered in warning stickers and are designed to “look just as terrible as they taste”, said Camden.
Consumers who report a pasteurised can to Camden’s “always-fresh-but-not-this-time” hotline will be compensated with a year’s supply of Hells Lager, it said.
The complainants will receive a regular delivery of 24 cans of Camden Hells Lager to their doors every month for 12 months.
Camden said the campaign will help build awareness around its “fresh, never pasteurised beers”.
It said it would “never dream” of intentionally pasteurising its beers like “some other breweries”, as the heating process alters the taste.
The beer recall advert will run for four weeks and “educate beer lovers that pasteurising beer is the biggest mistake Camden could ever make”, it said.
The campaign was created by advertising agency Wieden & Kennedy, working with director James Papper and illustrator Vivienne Shao.
Camden Town Brewery’s head of marketing Zoe Wulfsohn-Dunkley said it would “grow national awareness and trial of our flagship Hells Lager and support UK distribution of our delicious fresh beers”.