Due to Covid-19, the UK government ordered all pubs to close from 20 March 2020, crippling an industry in one directive. Within a week, Budweiser Brewing Group UK&I had launched Save Pub Life, a new scheme, which encouraged consumers to buy gift cards to use at their local pub once it re-opened. The brewer pledged to match the value of the card to the pub up to a combined total of £1 million and, crucially, the pubs got the money right away, not when they eventually re-opened. It was open to any pub throughout Great Britain, not just those who stocked Budweiser Brewing Group’s products.
We delivered extensive media coverage across national, trade and broadcast media, totalling 388 pieces to date, with a combined reach of 199.8M. 100% of this coverage was positive in sentiment and a significant 92% links back to the Save Pub Life website – something that has been vitally important in terms of driving sign ups and donations.
The true success of this campaign can be seen through the genuine impact it had on the industry itself. In December 2020, Save Pub Life hit its target of funnelling £1.5 million to the trade, with 1,600 pubs and bars signed up and 20,000 gift cards sold. The campaign was also recognised for its success with the winning of numerous industry PR awards.