Greene King has launched a major £1.5m national press advertising campaign extolling the virtues of its “proper pubs”, reports the Morning Advertiser.
It is the first major national media pub campaign since Greene King sponsored Ant & Dec’s Saturday Night Takeaway a few years ago.The campaign launched at the weekend and will run for six weeks across a variety of broadsheet and tabloid titles - and it will be repeated in the Spring.
There are a total of six different full-page adverts, each talking about the unique service and experience that a pub offers.
“The Parched Hound” advert, for example, reminds consumers that any of its pubs will happily provide a water bowl for your dog — “All you need to do is ask”.“The Glass on the Grass” advert, which appears in the Daily Telegraph this morning, reminds consumers that “pints in plastic aren’t proper”.
Greene King chief executive Rooney Anand said the campaign derives from research that shows consumers want very traditional things from their pubs.
The company’s research had shown the word that consumers use most regularly in relation to their notion of an outstanding pub is “proper”.He said the campaign was a signal that Greene King wanted to invest in the pub market and is timed with British Pub Week in mind — it runs between 30 October and 6 November.
