Part of the campaign is a promotion with KP Snacks’ crisp brand Tyrrells where 5p from each pack will be donated to the Licensed Trade Charity (LTC).
The nationwide initiative, which has committed to raising £50,000, will run from 31 August to the end of November, while stocks last, across three Tyrrells flavours – Lightly Sea Salted, Mature Cheddar & Chive, and Sea Salt & Cider Vinegar.
The packs will be available through wholesalers, retailers and pubcos including Greene King, Marston’s, Mitchells and Butlers, Whitbread, and Young’s.
The LTC's head of marketing Paula Smith said: “We are so pleased to be collaborating with Tyrrells on this campaign, to raise valuable funds to help pub people all over the UK.”
As part of the initiative, Tyrrells’ parent company KP Snacks has also invested in providing advice through its ‘Behind the Bar’ platform, which offers support to help push snack sales.
It is also encouraging more pubs to sign up to its Pub2Me portal, which aims to connect pubs with customers at home and is offering a free case of Tyrrells crisps for pubs that do so in a bid to support the on-trade recover and build sales as venues reopen.
KP Snacks trading director Matt Collins said: “With consumers choosing more premium snacks and trading up, we have the perfect brand to support the industry and we are proud to be able to support British pubs on their journey to rebuilding and growing profitable sales.
"We stand firmly together with our trade partners and this includes helping Britain's well-loved pub industry get back on its feet.
"We know 52% of customers purchase snacks on impulse so we want to help our partners turn these impulse opportunities into snack sales and bigger spend."