A nation’s emotional attachment to the pint
Client
Services
- Integrated Marketing Strategy
- Social Media
- Content Creation
- PR
- Food & Drink PR
Sectors
- Food & Drink
After the pandemic and a series of national lockdowns forced pubs to shut their doors, the nation was gearing up to finally have a drink indoors once again as restrictions were lifted. Theakston Brewery wanted to support pubs ahead of the reopening and connect with new and existing customers to drive awareness of the almost 200-year-old brewery’s core values of community, craftsmanship and heritage.
With a very low budget at our disposal, our approach was to create a multi-channel campaign centred around an easily shareable, authentic piece of content. We identified a young Yorkshire poet, Ben Taylor (Yorkshire Prose), who created a video based around a poem entitled ‘More than just a pint’.
In the week before the pubs reopened, we launched the video across social media, supported by national, regional and trade media outreach, influencer engagement and interviews with joint managing director, Simon Theakston.
Results
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0 - impressions across social media
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0 - video views
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0 - shares of the video
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0 - coverage reach
Key Insight:
We identified the emotional importance of the pint and its power to bring people together, at a point where the nation was most missing the companionship, comfort and fun offered by the pub.
Simon Theakston"Aberfield successfully executed a campaign which perfectly represented our brand values in a strategic, creative and innovative way. We were really impressed with the results generated and look forward to continuing to work together to capture the imaginations of new and existing customers."
Joint Managing Director, Theakston Brewery
