• by Fern Siegel , April 6, 2023

Beer brand Hofmeister has partnered with Bartle Bogle Hegarty to reposition the award-winning brand.

The new campaign, the first in several years, features George The Bear, who appeared in previous efforts in the 1980s and 1990s. Now, like the brand, George earned a refresh.

The cross-platform effort runs in OOH, social media, paid and organic, and partnership content.

The message George offers: “I’m Back. For Classier Beer, Follow the Bear.”

Electric Glue worked with BBH on the launch, planning and media strategy.

Spencer Chambers, CEO at Hofmeister, said: “'We always knew at some point we just had to bring back George. A challenge that was going to require incredible creativity, courage, humor and a deft touch.”

Hofmeister is an independent British company that slow brews authentic beers in the heart of Bavaria.

The brand was relaunched in 2017 by co-founders and friends, Richard Longhurst and Spencer Chambers, who bought it globally from Heineken.

BBH’s roster includes Candy Crush Saga, which it won in March, Samsung, Burger King, Tesco and Wild.