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Carlsberg Danish Pilsner Captures Anticipation of First Pint with Friends in 'Welcome Back Pubs'

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Fold7 and Initiative launch reactive roadblock campaign to welcomes Britons back to the pub after three long months away

Carlsberg Danish Pilsner Captures Anticipation of First Pint with Friends in 'Welcome Back Pubs'

Brewer Carlsberg UK has launched a ‘Welcome Back Pubs' campaign that captures the nation’s appreciation of their cherished local pub and the anticipation of a long-awaited draught pint of Carlsberg Danish Pilsner with friends. 

With lockdown restrictions easing and news that pubs in England can safely reopen from 4th July, the brewer moved quickly to finalise and film an integrated campaign within 10 days, ready to mark the cultural moment when pubs can safely reopen their doors having been closed for three months.

Developed by Fold7 and Initiative, the integrated campaign launches on Friday 3rd July and includes a two-day roadblock of TV spots – in the style of an escape movie spoof – targeting every slot at 9.30pm; social video reaching every drinking-age Twitter user in the country; an ITV Hub, large format and statement roadside DOOH; and national press takeover with front and full page ads carrying the message: “Tastes even better when we’re together? Probably.” 

The highlight of the campaign is a new ad which cleverly captures the more mundane moments of life during lockdown that many people have experienced, before the action picks up pace, all leading to the much missed and familiar local pub. The ad climaxes with a perfect pour of a Danish Pilsner in a beer garden enjoyed safely with friends.

Social teasers have already started a daily countdown, with cheeky posts mocking lockdown haircuts and capturing anticipation of the first sip of a draught pint in months, alongside social distancing messages.

The campaign follows the launch of Carlsberg UK’s Love My Local digital platform, which encourages pub-goers to support their local pub in a safe and responsible way. Launched initially to help pubs, bars and restaurants keep trading during lockdown through take-away and donations, this has been enhanced to digitally enable pubs to offer online food and drinks menus, take online payments and table bookings, capture booking names and become a valuable tool to help publicans reopen safely. 

Carlsberg Danish Pilsner has also launched a media partnership with LADbible to celebrate local pubs and to promote the Love My Local platform to pub-goers and publicans. 

The past 12 months has seen a period of transformative performance for Carlsberg Danish Pilsner in the UK on-trade, following the beer being rebrewed from head to hop and new chalice glassware being launched into pubs. On-trade performance has seen +6% value growth driven by increased rate of sale reversing a severe on-trade sales decline with a +£108m swing back to growth, and increased brand perception.

Emma Sherwood-Smith, director of marketing at Carlsberg UK said: “During lockdown we’ve kept momentum behind the brand and supported the industry with Love My Local. In return, we’re enjoying our highest levels of brand awareness in over two years. We’re incredibly pleased to now be celebrating this shared cultural moment and championing local pubs with a feel-good advertising takeover – turned around in record time with a unique set of challenges.

“Enjoying a draught pint of beer with friends in a pub is part of British culture for many people. Sensing the mood of the nation we wanted to capture the growing anticipation, put Carlsberg Danish Pilsner at the heart of the moment and most importantly, champion the safe reopening of local pubs.” 

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Project name: Welcome Back Pubs


Agency: Fold7


Client: Emma Sherwood-Smith, Carlsberg UK


Chief Creative Officer: Ryan Newey

Creative: Verity Fine Hosken

Business Director: Sarah Kay

Agency producer: Lisa Nicholls

Chief Strategy Officer: Yelena Gaufman


Media agency: Initiative

Media planner: Verity Rapacci


Production company: 76 Ltd

Director: Andy Lambert


Editor: Dan Sherwen @ Final Cut

Co-Producers: Mark Murrell and Phil Barnes

DOP: Oliver Curtis

Post Production

Post-production: Absolute Post


Soundtrack composer: Elmer Bernstein

Sound Designer: Alex Bingham @ Machine

Casting Directors: Kate Evans And Rowena Pointer

Production Design

Production Designer: Ged Clarke

Offline Producer: Michelle Corney

Colourist: Matt Turner @ Absolute Post

Post Producers: Belinda Grew and Kirsty Murray

Exposure: social, TV, print, online, DOOH

Genres: Comedy, People, Action

Categories: Beers, Alcoholic Beverages

Fold7, Fri, 03 Jul 2020 15:35:14 GMT