Do you want a flake in that, love? 

20 years on from the famous ads, Melanie Sykes has returned as the face of Boddingtons.

Owner AB InBev, which calls the brand its "flagship bitter" – is reprising the partnership in a bid to secure the long term future of the beer, said UK & Ireland marketing director, Nick Robinson.




He said the brand was a key part of the company's portfolio and it retains an extensive fan base amongst beer drinkers across the UK, the US, Brazil and Japan.

This latest incarnation of the campiagn will include digital marketing, social media and PR through this summer. It will, "capture the essence of the original advertising with a contemporary twist for today's audiences," Robinson expained.

TV presenter Melanie Sykes said: "I'm incredibly fond of my association with Boddingtons Bitter. I really enjoyed shooting both my commercials for them.

"It is just over twenty years since I appeared in the first ad and it was a truly life changing time. It marked the end of a successful modelling career and introduced me into the world of TV presenting. I am very proud of the adverts and I know they hold a lot of nostalgia not just for me but for many people."

Currently the beer us brewed in Magor, South Wales and is described as a, "golden, full-bodied and malty bitter."




Last month Ab InBev launched Bud Light in the UK in an attempt to woo millennial drinkers