Mortimer will take on the role of Bombardier Bedford in an advertising campaign timed to coincide with St George’s Day, on 23 April.
The role was previously played by Rik Mayall, before his sudden death last June.
The campaign will be spearheaded by a 30-second advert in which Mortimer leads his troops into battle somewhere “hot and a tad dangerous”.
It will be screened for the first time on St George’s Day, and will be supported through social media. PoS kits featuring the beer's new-look branding will be available to the on-trade.
Bombardier Bedford
Phil Toms, director of brands at Charles Wells, explained: “Bob Mortimer enters the fray as Bombardier Bedford following the sad loss of his predecessor and makes an instant impression.
“I’m thrilled that, in Bob, we have one of the country’s most original comedy talents bringing his own unique comedy to the character. We believe he’ll have a great connection with licensees and drinkers as he leads the charge for a quality pint of Bombardier.”
Rik Mayall had been widely considered a success, and Charles Wells marketing manager Emily Hudson promised the transition will be a sympathetic one.
She explained: “The new character signals the next generation and will continue the irreverent and light-hearted call to action that saw awareness of Bombardier rise to unprecedented levels for ale advertising in consumer tests conducted by Cardinal HPI.”
Hudson added: “Our mission is to connect with drinkers through the Bombardier regiment of beers, of which there are now two variants.”
Burning Gold
Having been made a permanent fixture last year, 4.7% ABV golden ale Bombardier Burning Gold will feature heavily within the campaign. Also given prominence is the 4.1% ABV Bombardier Glorious English.
Mortimer is best known for his collaboration with Vic Reeves in Vic and Bob’s Big Night Out and Shooting Stars, and most recently in TV sitcom House of Fools.
He said: “I enjoyed the previous Bombardier campaign and love the fact that it symbolises great camaraderie – just like going to the pub with your mates.
“It represents a slightly irreverent way of doing things but always with a twinkle in the eye and I’m looking forward to following the Bombardier’s unique take on events over the summer.”
Bombardier has one of the largest social media followings of any beer in the UK, with more than 135,000 followers.
Charles Wells has used the brand to actively encourage more people to celebrate St George’s Day for a number of years.