Ale brand Greene King IPA has launched a national marketing campaign that celebrates men's everyday "heroic deeds" like trapping spiders and blowing up paddling pools.

The £1m campaign encourages men to treat themselves to a pint of the ale as a reward for all the "arduous" jobs they do at home.

The Suffolk client is also using the campaign to trumpet its heritage and use of local ingredients by including the boast: "Real beer brewed in Bury St Edmunds since 1799".

Dom South, marketing director for Greene King Brewing Company, said: “The campaign demonstrates why a pint of cask ale is a just reward for those everyday chores that men are never properly thanked for, the tasks that separate ‘proper’ men from men.

"It will also act as a rallying call for drinkers to head to the pub and enjoy a great British pint of Greene King IPA.”

The ads, created by MCDB, are running in national newspapers and men's lifestyle magazines for five months.

Greene King is to run a further campaign to support its sponsorship of the England Rugby team during autumn internationals at Twickenham.