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Strongbow has launched a print campaign supporting its "bowtime" TV ads that celebrates the grafting workers of the UK.

Positioned on large poster sites affixed to scaffolding rigs, the poster carries the text: Behind here men earn their bowtime in a bid to position the cider as the ideal refreshment for the blue-collar workforce, slogging away behind.

Created by St Luke’s the outdoor campaign will be backed up by four radio ads.