The client
British Beer & Pub Association:
UK's leading trade association representing pubs and breweries. Their members brew over 90% of British beer and own over 20,000 pubs.
The challenge
Despite the incredible economic and social benefits that pubs bring to their communities, they need support to help them thrive and contribute even more.
To do this, BBPA are advocated for three policies; a reduction in beer duty, lower business rates for pubs, reinstateingthe 12.5% VAT rate for food and drinks sold in pubs.
BBPA’s Long Live The Local campaign wanted to show support for the British beer and pubs industry and to make politicians aware of how important ‘the local’ is to their constituents.
The solution
Long Live the Local! We conducted an integrated campaign of media and digital activations capitalising on news and political hooks throughout the year - laser focused on distilling BBPA’s core policy asks into individual support for their local. Mobilising people with this well-held belief to act and contact their MP on behalf of the campaign.
We built moments around valentines day, mental health awareness week, the election, and the autumn statement to put pubs at the heart of the national conversation.
We created a series of social assets, toolkits, and paid ad campaigns with tailored content to each moment - all of which invited recipients to contact their MP on behalf of the campaign - and backed these up by working with First Dates bartender, Merlin Griffiths and beer supply chain workers to capture how pubs are at the heart of communities across the country.
