Greene King - ‘Signs of the Times’
Outdoor, Social
Covid devastated the hospitality industry. Greene King, with the majority of its sites in central London, was hit harder than most pub chains. Our campaign was designed to encourage customers back as lockdown eased. Taking familiar pub names and the rich visual language of pub signs we twisted them to land our 'return to the pub' messaging, our signs evoked the tradition and craft of Greene King’s pubs and beers. Online, social and DOOH enabled us to geo-target people with different time-relevant executions throughout the day, directing them to the nearest Greene King pub. Sales increased by 7% vs the London pub trade overall, and the GK pubs featured in the campaign outperformed those that weren’t by 3.4x.