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Tennent's Lager has launched its biggest marketing campaign to date after hiring Lucky Generals last year.

Cheeky ads feature a new strapline, "Here to serve", as a play on the fact that the brand has been serving Scotland pints since 1885 but can also act as a public service. The campaign will span outdoor, digital, PR and experiential and launches ahead of a packaging rebrand in July. The brand is also partnering with Lastminute.com to give away £80,000 worth of "Tap’s Aff" summer holidays to consumers.