Britain’s Beer Alliance has rolled out a campaign rallying Brits to save their local pubs, which it emphasises are a force for good in the nation.
The ‘Long Live The Local’ campaign brings together brewers, pubs and trade bodies, including the British Beer & Pub Association, to call on the government to ensure the financial feasibility of local pubs by lowering the beer tax. As it stands, this tax looks set to increase in the next three years.
The campaign highlights that the UK's beer tax is 12 times higher than the rate in Germany, contextualising the group's efforts.
Six months in the making, the campaign will be supported by a £3m investment each year for the next three years, as part of the group’s lobbying efforts. The creative will run across out of home, press, cinema, and PR led by Jodie Kidd. It will also touch down in 15,000 British pubs through a selection of branded glasses, beer mats, window stickers and posters.
The film, directed by Tom Green and produced by Stink Films, showcases the diversity of people and activities British pubs are renowned for, from live music, weddings to wakes, and everything in between. Furthermore, viewers will be directed to the longlivethelocal.pub address.
David Cunningham, programme director at Britain’s Beer Alliance, said: “In light of the range of tax pressures pubs face, the number of precious institutions we have already lost forever, and the human impact of planned beer duty rises, we decided we needed a change in our approach and a new campaign.”
"'Long Live the Local' will remind people that pubs are great places where a wide variety of life’s events – big and small – are played out, making them a unique part of our modern British culture and identity. It will, however, also raise awareness of the jeopardy our local pubs face from an unprecedented range of tax pressures, specifically beer duty, which should leave the Government with no illusions about the strength of feeling behind protecting the UK’s pubs and the communities that rely on them.”
Havas London has devised the campaign, its first work on the account since its win in March. Havas Media handled buying, Ekino the web build, Havas Helia took lead on the CRM, One Green Brean ran PR, Socialyse took on influencers and HKX Productions is overseeing the OOH and print efforts.
Ben Mooge, executive creative director at Havas London, added: “The pub – a bedrock of communities up and down the country – is under threat. The grassroots-style design of these posters and the universal, relatable scenes in the film capture the urgency and importance of this campaign. Coupled with all the other elements – a proper team effort on something so culturally important – it will be impossible to ignore.”
Britain’s Beer Alliance was formed in 2014. Among its 120 members are ABInBev, Carlsberg, Heineken and Molson Coors, as well as regional brewers.
Vote for the ad below in The Drum's Creative Works.