Ei Publican Partnerships launches ‘Love Your Pub’ campaign to drive sales

09/02/2018 - 09:28
In order to help UK pubs drive footfall and sales, Ei Publican Partnerships has launched a six-week “nationwide campaign urging consumers to celebrate their love for pubs.”

Entitled ‘Love Your Pub’, the campaign comes ahead of “key” trading occasions such as Valentine’s Day, Mother’s Day and St Patrick’s Day, with Ei Group’s leased and tenanted business hoping to “ignite consumer interest in Great British pubs, and reinforce their role at the heart of local communities.”

Accompanying the project is new research (conducted by the company in January), which revealed that 13 million Brits think “it’s important to live within walking distance of a good pub,” 18.2m consider themselves “regulars” at their local pub and 6.2m amazingly said “their happiest memories were made in a pub.”

Other findings include:

  • 27% visit their local pub at least once a week
  • 10% would pay more for a house if it was near to a good pub
  • 25% met their partner for the first time in a pub
  • 25% believe its important for publicans “to act as a community champion”
  • 27% believe pubs are the “best place” to raise money for local charities or good causes
  • 21.8m said their local is the best place to socialise with others from the community

The campaign also follows news this week that while British beer sales rose by 0.7% in 2017, on-trade sales fell by 2.4%.

To support participating venues “create a buzz and drive additional consumer traffic,” Ei Publican Partnerships is offering point-of sale materials, including banners, posters and beer mats, entertainment ideas and digital assets, as well as running an online and social media campaign, and the chance to win free barrels of beer via the Great British Pubs Facebook page.

For consumers, it is running a number of competitions, including the chance to win free beer for a year, a free pint via a BOGOF offer at www.freedrinkoffer.co.uk.

Customer director at Ei Group, Steve de Polo, explained: “Pubs are the beating hearts of many communities and the value of a great local pub to people cannot be overstated.

“Our new ‘Love Your Pub’ campaign is all about prompting consumers to celebrate that enduring value and the major role they play in everyday lives.

“Our purpose has always been, and remains, to enable Ei’s publicans to boost footfall and grow profitability through a range of support tools and broader initiatives that help them build sustainable businesses.

“As the leading pub company in the UK, Ei is truly passionate about pubs and we look forward to hearing how publicans up and down the country benefit from this exciting campaign.”

One publican, Chris East, said: “Any initiative that highlights the value pubs bring to their local communities is definitely worth supporting. That’s why ‘Love Your Pub’ is such an exciting campaign and one that Ye Olde Red Lion (in York, which East runs) is fully embracing.

“We’ve got a fantastic range of events lined up in the coming weeks designed to create a buzz, including a psychic night, speed dating, a performance from a former X Factor finalist and a great Mother’s Day celebration. I’m looking forward to serving happy customer in my pub.”

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