The activity, handled by Billington Cartmell, spans outdoor, radio, experiential and point-of-sale, as part of a £3m investment in the brand in 2010.
The Huntsman character invites consumers to join a Tetley's party. Consumers will be asked to text a given number to find the location of the nearest pub.
Tetley's, which is owned by Carlsberg, will run the activity for five weeks, with the experiential drive giving consumers the chance to sample a free pint. This will take the form of ‘pub theatre', with the Huntsman visiting pubs and buying everyone a pint of Tetley's.
Paul Davies, director of brands at Carlsberg UK, said that the reappearance of the Huntsman figure was important to its drinkers.
He said: "The Huntsman is at the very heart of what Tetley's cask ale is all about. He signifies quality and heritage."
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