Zeno London was challenged by Budweiser Brewing Group to drive engagement amongst pub owners and consumers for its Save Pub Life campaign, launched following the government’s orders to close pubs in 2020 following the Covid-19 outbreak. The scheme encouraged people to buy gift cards to use at their local pub once it re-opened, with the brewer pledging to match the value of the gift card up to a combined total of £1 million. Crucially, the pubs got the money right away, not when they eventually re-opened and the support was available to all pubs.
Earned media was central to the strategy through a series of carefully crafted interviews designed to reach a trade, consumer and business audience. Outreach was organised into phases, using cultural insights to tap into what the British public loved most about their local which ensured longevity of the campaign. When pubs reopened, the campaign pivoted to help provide owners and operators with advice and kit to safely welcome customers back.