Manchester-based agency Down at the Social (DATS) has been chosen by brewery JW Lees to lead the relaunch of one of the North’s most iconic beers in Boddingtons.

The nostalgic “By ’Eck It’s Back” campaign marks the return of the beloved 1990s beer to cask after more than a decade, with pints selling out across Manchester on launch day.

Working with agency Squad and JW Lees’ in-house marketing team, DATS has delivered a mix of PR, social media, events and outdoor advertising that taps into Mancunian pride and nostalgia.

Highlights include a tasting event at the brewery, a city-wide yellow OOH takeover and media coverage sparked by everyone from locals to the Mayor raising a glass.