Graham the cow, the hero of Boddingtons' advertising, reaches celebrity status in the latest versions of the campaign running this month and next. Interbrew is supporting the brand with a £14m budget this year, £9m of which is scheduled for media support. The campaign is targeted at 18 to 34-year-olds and has gone down well with consumers. Nielsen figures show that in the year to August take home sales of Boddingtons Draught increased 18% against a static ale market. The two new versions of the ad will run until the end of November on ITV, C4, C5,S4C and satellite. One version borrows imagery from Lloyd Grossman's Through the Keyhole, the other is loosely based on an appearance on the Des O'Connor show. {{DRINKS }}

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