Ridley’s brewery is pumping £150,000 into the first major marketing push in its 161-year history.

The Essex company has launched an outdoor poster campaign to raise awareness of its brews, which include Old Bob, Prospect, IPA and Rumpus.

Targeting beer lovers in Essex and Suffolk, the ‘Why choose the obvious?’ campaign is aimed at encouraging lager drinkers to switch to one of its ale brands.

Nelion Ridley, marketing manager at Ridley’s, said: “This is our first poster campaign and builds on our recent corporate re-branding.

“It is slightly tongue-in-cheek, designed to appeal to both Ridley’s devotees and to existing ale drinkers who have yet to try one of our ales.” Two
executions of the poster will appear on sites from this month, running until October.

A second month-long poster burst is planned for March 2004.