Fayola Douglas
Dec 15, 2021

Guinness lights up pubs in Christmas push

Displays intended to highlight how pubs bring communities together.

Guinness lights up pubs in Christmas push

Guinness is lighting up 22 UK pubs to celebrate their role as community hubs during the festive season.

The Lock Tavern in Camden, The Queen's Vaults in Cardiff and The Pickled Sprout in Harrogate are among the establishments participating in "Light Up the Local".

Neil Shah, head of Guinness GB, said: "The past 18 months has been incredibly tough for the hospitality industry, so we want to do all that we can to make sure Guinness supports locals. Our 'Light Up the Local' Christmas campaign is about celebrating pubs as the beating heart of our communities where people can come together with their mates over a pint of Guinness in the run-up to Christmas.

"We will be underpinning this with our Guinness Raising the Bar programme, which has already helped a huge number of establishments during the pandemic – we will continue to support the industry through the fund and other means."

The campaign will also involve the Guinness pub choir taking over the soundtrack to the Guinness Christmas ad, a re-release of Abbott Mead Vickers BBDO's "Welcome Back #LooksLikeGuinness".

The choir, comprising 30 publicans and bar staff, performs its own version of the song on the ad, Elvis Presley's Always on my Mind. The track will be available to stream on Spotify.

The campaign includes digital out-of-home executions in railway stations across the UK to generate excitement and drive footfall.

The Guinness Raising the Bar programme has supported publicans and bar staff throughout the pandemic. The fund has provided financial support, social distancing equipment, PPE and pub necessities.

Campaign UK

Related Articles

Just Published

1 day ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

1 day ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

1 day ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

1 day ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.