Kronenbourg brand ambassador Eric Cantona is returning to the land of Alsace for Kronenbourg 1664’s latest campaign ‘Le Scarecrow Suprême’.

On a mission to protect the unique Strisslespalt hops used to make the lager, Cantona this time finds himself embodying a life-size scarecrow who will stop at nothing to guard the hops from a swarm of pests and distractions.

The campaign takes the form of a series of short films set in Kronenbourg’s birthplace Alsace, in France. 

The social campaign will be served on Facebook and YouTube, and will also be available to watch on a bespoke branded Amazon landing page – one of the first brands to have built this in partnership with the retail giant.

Ifeoma Dozie, beer brand director at Heineken, said: “For the last six years, Monsieur Cantona has been bringing to life the eccentricities of the Alsace region, where we grow our wonderful Strisslespalt hops. And this is probably his biggest role to date! As Scarecrow Cantona we will see a series of films in which Cantona delivers his inimitable style to the role.”

Watch Eric Cantona as Le Scarecrow Suprême here: