The new campaign from Britain’s Beer Alliance, the body funded by ABInBev, Carlsberg, Heinkeken, Molson Coors and The British Beer & Pub Association, aims to drive consumers to sign a petition addressed to Phillip Hammond to say no to the planned Autumn increase in beer duty.
Ben Mooge, executive creative director at Havas Worldwide London, said that the campaign is "not actually about the incremental few pennies that we end up paying on a pint of beer, its about the fact that three pubs a day close their doors for good, and with the pub closures comes the loss of the heart of the community, the spring board of culture."
The tagline "Long live the local" aims to "celebrate the life and the vitality, and the role that the local pub has", Mooge said. David Cunningham, programme director for Britain’s Beer Alliance echoed Mooge’s statement, explaining that "the pub needed to be essential to the message, and the actual campaign line works brilliantly on two levels, its a fabulous call to action to ensure that people make their pubs live long and prosper, but also a celebratory toast and a reference to long live the king and long live the queen".
The campaign has a wide scope, running across broadcast, national press ads, a consumer PR campaign, a political lobbying campaign, an influencer programme, Twitter promoted hashtag and video, and an online hub at longlivethelocal.pub. Cunningham said that this online hub is the "heart of [the] campaign" providing people with a range of ways to support the campaign.