Coogan shoots Partridge shows for Foster's

Steve Coogan has been shooting new episodes of Alan Partridge this week – for a new internet campaign for Foster’s lager.

Writer and director Armando Iannucci confirmed that a dozen ten-minute episodes have been created to ‘pop up somewhere soon’.

The brewer last month indicated that it wanted to revive the show as part of its increasing sponsorship of comedy, which includes Channel 4 programming and the Edinburgh Comedy Awards. Gayle Harrison, Foster’s marketing manager, said at the time that the idea would ‘give the brand credibility among its target audience of young men’.

Now Iannucci has confirmed that production is under way in a Tweet, writing: ‘So, we've been shooting Alan Partridge's radio show all week. It'll pop up as 12 10-minute eps somewhere quite soon.’

The web episodes have been made by Coogan’s production company Baby Cow, which also makes Gavin and Stacey and The Mighty Boosh.

Meanwhile Foster’s has set up an online blog of funny content at fostersfunny.co.uk, which also invites people to submit jokes for the chance of a weekly £50 prize.

Published: 24 Sep 2010