Ad of the day: Tesco tells shoppers to go to the pub instead
After a long, arduous winter lockdown, today (12 April) marks the day that it all ends for many in England as they are free to descend on their local pub or to workout in the gym.
The past 12 months have been tough on pubs in the UK. As the country worked to combat the spread of coronavirus, on multiple occasions pubs had to close their doors with little warning, not knowing when they might reopen again. According to a report from industry group British Beer & Pub Association, pubs in the UK lost nearly $11.4bn in beer sales alone – the equivalent of 2.1bn pints – while about 2,000 pubs permanently shut.
And it’s no secret that supermarkets have come out of the pandemic unscathed. With pubs out of bounds, their booze sales rocketed as people stocked their cupboards with wine bags and 24-packs of tinnies.
Every Little Helps: Tesco encourages shoppers to support their local pubs
As pubs with beer gardens reopen in England, Tesco has taken the moment to remind its shoppers to support their local.
’Pop to your local if you can,’ reads the print ad, printed on top of a pint of beer, dripping in inviting condensation. ’Pubs have had it tough this year. That’s why, for once, instead of telling you about our fantastic deals, we’re using this space to ask you to support them instead (as long as you feel safe to do so). Because right now, every little helps.’
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
The move has been widely welcomed on social channels this morning as people congratulate Tesco on the smooth move. The ad recalls Burger King’s goodwill gesture last November when it encouraged burger fans to spend their money in other joints.
After years of trolling its arch-nemesis, Burger King got sentimental and did the unexpected - it asked fans to ‘order from McDonald’s’. The ad read: ’We never thought we’d be asking you to do this, just like we never thought we’d be encouraging you to order from KFC, Quick, O’Tacos, Domino’s Pizza, Subway, Eat Sushi, Pizza Del Arte, Hippopotamus, Pitaya, Sushi Shop, Big Fernand, Mamma Primi, Chez Michel, Le Bistrot Basque, Café Kokomo, Yima… or any of the other independent food outlets, too numerous to mention here.’
Recognizing how food businesses have struggled in the last 12 months, the ad reminded people that food outlets are suffering at the hands of the pandemic, causing widespread unemployment as a result.