After unveiling its first national TV campaign aiming to grow awareness and trial of its fresh, never pasteurised beers, Camden Town Brewery has launched a hunt for a Chief Freshness Officer (CFO) whose sole responsibility will be ensuring its beers taste Fresh as Hells.
Positioned as the world’s first positive beer recall, after ‘accidentally’ pasteurising a handful of its popular Hells Lager cans, the TV campaign looked to educate beer lovers that pasteurising beer is the biggest mistake Camden could ever make.
The brewery is continuing with its tongue-in-cheek spin on the recall to make sure this brewing disaster never happens again. The main responsibility for Camden’s Chief Freshness Officer will be ‘fresh-testing’ the latest batch of Camden beers each month to ensure they taste just as great as the last.
When they’re not tasting beer, all Camden’s CFO needs to do is make sure their beers are never pasteurised to keep Camden always tasting as Fresh as Hells. So, if ever asked whether Camden Town Brewery should start pasteurising beer, they must reply “Never!”
No experience is required, in the beer industry or otherwise, and all Camden asks from candidates is that applicants have a birth certificate that confirms they’re over the age of 25, and have a passion for all things fresh. And if the idea of tasting free beer each month wasn’t enough of a pull, Camden is also offering the lucky beer lover a one-off payment of £5,000 in return for their time (and their tastebuds).
“We launched the ‘Recall’ ATL to show beer fans that pasteurising beer is something we would never do, and as a second phase of the campaign, we’re now looking for a Chief Freshness Officer to continue to highlight our never pasteurised message,” Zoe Wulfsohn-Dunkley, head of brand marketing at Camden Town Brewery, said.
“We’re looking for someone who loves fresh beer almost as much as we do, and who understands why pasteurisation is the worst thing we could ever to do our beers. We hope the campaign educates beer drinkers on why drinking unpasteurised is the best thing you can do if you’re passionate about delicious tasting beer.”
Applications for Camden’s Chief Freshness Officer are now open. To apply, email the Camden team before 24 June at chieffreshnessofficerofneverpasteurisingbeer@camdentownbrewery.com include the answers the questions on pasteurisation from the LinkedIn ad or the Camden Website, and confirm you are over the age of 25.
