Wells & Young's invests in a new campaign for Young's beer

With the slogan ‘The Original Social Network’, the campaign aims to lure people back into the pub to chat with friends rather than doing it online.

The adverts target 35-plus-year-old ale drinkers and will run in the brewery’s heartland of London and the south-east from now until 7 October.

As well as print ads in Time Out and the Evening Standard and poster ads in the London Underground and national rail stations, the brewer is investing in a digital campaign.

The online adverts are designed to drive drinkers to a microsite where they can find their local Young & Co’s pub, and at the same time benefit from a snack promotion that gives pubgoers a free “premium bar snack” if they buy two pints of Young’s ales.

Commercial director David Revell said the campaign has been designed to “reawaken the quintessential British pastime of meeting friends in the pub and to put Young’s pubs and beers at the real heart of social networking.”