The new off the wall cartoon TV advertising for Boddingtons featuring the udderly confused Graham has gone down well with consumers. Graham, the hero, is a bull with udders. Consumer research by Whitbread has prompted the brewer to boost its media spend on the brand. The campaign raised eyebrows when it was unveiled last summer but marketing manager Kathryn McNamara said: "The research proves the campaign has made an immediate impact with the target audience." The research showed 66% of consumers said the ads stood out as really different, 43% found them entertaining, 40% liked the humour and a third said it was original. This year the brewer is committing £9m to support the brand, a 50% increase on last year. {{DRINKS }}