Long Live the Local relaunches with customer confidence focus

By Emily Hawkins contact

- Last updated on GMT

Confidence: Long Live the Local has relaunched in a bid to encourage pubgoers back into their locals
Confidence: Long Live the Local has relaunched in a bid to encourage pubgoers back into their locals

Related tags: Coronavirus

The Long Live The Local campaign has relaunched with an aim to remind pubgoers of the experiences they have missed during the shutdown and encourage confidence the sector is doing its best to prioritise safety.

It comes as pubs were finally told they will be allowed to reopen on Saturday 4 July in an announcement from Prime Minister Boris Johnson yesterday (Tuesday 23 June).

Backed by Britain's Beer Alliance, Long Live the Local wants to encourage people back into their local, as pubs across the country face a daunting future with social distancing and customers acclimatised to cheap supermarket beer prices.

Raising awareness of publicans’ commitment to public safety is at the heart of the campaign’s renewed messaging, with plans to point customers to information about how pub companies are ensuring best practice is followed.

Safety nerves

Its website talks potential pubgoers through what may have changed at their local​, such as table service and one-way systems, but reiterates that what they love about a place will still be there: “friendly staff, a freshly poured pint, great pub chat”.

The campaign was started in 2018 to highlight the tough financial situation faced by many local watering holes in the UK and called for a cut in beer duty.

Long Live the Local plans to promote consumer confidence initiatives from pubs and brewers, including Innis & Gunn's 'Remember Pints' advert, Greene King`s 'Pub Safe' pledge and Carlsberg's 'Love My Local' online platform.

Campaign director David Cunningham said: “Now pubs have been given the go ahead to reopen after months forced closure and financial hardship, I am pleased to be relaunching the campaign with our new focus on encouraging pubgoers to support their local pub by paying it a visit. 

“We know some people won't need much encouragement, but others may feel nervous about returning. We will reassure them by highlighting what pubs are doing to ensure their safety is paramount. We will let them know that although a few things may be a little different, many of the things that they’ve missed so much about their local – the delicious food, a pint of fresh draught beer and the atmosphere will be exactly the same”

St Austell Brewery and Greene King are among the big names involved in promoting the campaign, alongside individual operators and smaller brewers.

Some differences

Greene King CEO Nick Mackenzie said the pubco could not wait to welcome customers back.

He added: "The safety of our customers and team members is always our number one priority and against the backdrop of a slow recovery from Covid-19, we are investing to put in place all the necessary arrangements.

"Of course, customers will notice some differences when they return but it’s important that alongside implementing the changes, we maintain the very essence of the great British pub. It's great to have a campaign like Long Live The Local reminding people what they have missed about the pub and to encourage them back"

Related topics: Marketing

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