Insight
Carlsberg is one of the world’s leading brewery groups, with over 140 brands in their beer portfolio.
The brief: “With the British pub under threat, we need help from a PR and marketing company to support our free trade customers.”
Implementation
With food-led pubs beating ‘wet-led’ pubs hands down, this food and drink marketing campaign focused on up-skilling pub managers to think differently about their offer. A monthly magazine was created to offer business advice, cost-cutting measures, easy-to-cook pub meals and a promotional calendar with top tips on how to boost business.
The PR and marketing campaign was supported by a series of masterclasses with Michelin-starred chef, Jean-Christophe Novelli. A tour of masterclasses across the UK took place for pub chefs to revitalise their menus and learn new tricks. Chefs also competed to become ‘top chef of the day’ and win a VIP visit to their venue by Jean-Christophe Novelli.
Impact
The PR campaign gained excellent feedback from pub managers and boosted partner relationships.
Thanks to the support of Jean-Christophe Novelli the masterclasses grabbed headlines and provided head-turning moments for locals when Jean-Christophe crossed the threshold.
They also provided big sales on the day and word of mouth in all areas thrived.
The masterclasses proved so successful they were rolled out for a second year in a row.
If you require food and drink marketing, please contact us.
“Thanks to Big Wave PR this food and drink marketing campaign really helped pubs and restaurants through difficult economic times.”
