John and Lesley Berry from the Cholmeley Arms, Burton le Coggles near Grantham feature in a brand new pub industry campaign to celebrate Britain’s passion for pubs.
The It’s Better Down The Pub campaign will encourage pub goers to share their experiences and highlight why they love pubs on a dedicated website and through Facebook and Twitter.
John and Lesley Berry who run the village pub and farm shop in Burton le Coggles were filmed as part of the national initiative that showcases the integral part pubs play in every day British life.
The campaign – supported by Admiral Taverns, the British Institute of Innkeeping (BII), Everards, Fuller’s, Pub is the Hub (PITH) and the SIBA (Society of Independent Brewers) – wants to promote all the positive things about pubs, against the backdrop of negative headlines and a pub closure rate that peaked at more than 50 per week, with the aim of reigniting people’s passion for pubs.
With eight out of ten people counting themselves as ‘pub goers’ and over 15 million visiting a pub once a week, the campaign is intended to capture the imagination of this audience, as well as attracting new customers to share their best pub experiences.
BII CEO Tim Hulme said: “The pub is an integral part of our culture. It’s important that we encourage our customers to celebrate the enriching impact this great British institution has on our lives, as well as the special people that run them. It’s Better Down The Pub provides a fantastic opportunity for pubs and licensees to drive a positive message about pubs, and if we can encourage our customers to make an extra visit here and there, then that would be fantastic too.”
There will be opportunities for consumers to win a range of prizes, provided by the campaign sponsors, from major prizes such as tablet computers, digital cameras and camcorders to spot prizes of t-shirts, sweat shirts, meals out and bar tabs, to tickets to major sports events.
Commenting on the campaign, Pub is the Hub’s Chief Executive, John Longden said: “We’re thrilled that the film recognises the fantastic work done by licensees, especially those whose pubs are at the heart of communities. Pubs create jobs, boost sales for local suppliers and provide much needed services for communities.”