Nicholson's Pubs: establishing brand authority
Thinking Juice worked with Nicholson’s Pubs to better capture and engage their audience through various campaigns including a loyalty app.
Founder William Nicholson was a successful businessman, a campaigning politician, a sporting hero, and a generous public servant. In 1873, William set up Nicholson’s, a small chain of upmarket taverns and gin palaces. The Nicholson's brand gives customers an authentically hearty and friendly environment set in beautiful historical dwellings.
Their reputation for providing fine ales has become a fantastic fame point for Nicholson’s Pubs over the years and In 2011 Nicholson’s joined with St Austell brewery to create Nicholson’s Pale Ale.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
However, in order to remain competitive the brand also needed to broaden the appeal of their pubs and ensure attention was focused on all drink categories and premium dining occasions. Having gathered significant insight about their market and offering, we proposed the bold proposition change "Ale & Gin Establishments Since 1873" to better capture and engage their audience.
This was then rolled out across POS, menus, posters, digital banners and more. In 2014 Nicholson’s Pubs also released a loyalty app which we since adopted and beautifully re-skinned to align with new proposition. It's expected to launch this April.
Similarly to our work with Premium Country Pubs, we have given this brand a new authority by defining the boundaries from which they communicate with one voice. As we work with them on an ongoing basis, there will be opportunities to closely measure what the impact this redefinition has on footfall and loyalty.
We will also be able to measure the increase in repeat purchases and more via interactions with the new and improved app. For now, we can demonstrate our creative output and and say we have another happy client. Look out for the app expected to launch in April 2016.
This case study was first published at recommendedagencies.com on 1/1/2016