| Story | ‘Support Your Local’ is an intimate, direct-to-camera monologue from the custodian of the local, the landlord. Filmed at a local pub with a real landlord, it underlines the fact that pubs are much more than just ‘places that serve beer’, and breaks on social, VOD and radio, before going onto TV from September. |
| Philosophy | Carling, Britain’s #1 beer, is launching a new multi-channel campaign – ‘Support Your Local’ – to encourage people across the country to back their local pub. The campaign will initially launch across social, VOD and radio this week, with further activity planned for later in the month, before TV broadcast in early September. Support Your Local, developed by Molson Coors’ lead creative agency Havas London and supported below-the-line by Carling’s PR agency, Cake (Havas), is about championing the central role that local pubs play in British culture and society – and the importance of supporting them through these challenging times. Filmed at a local pub with a real landlord, the campaign will champion the central role that local pubs play in British culture and society – and the importance of supporting them through these challenging times, whether that is meeting a friend for a drink, ordering a takeaway or simply giving them your backing through social channels and community groups. Utilising its position as Britain’s #1 beer to reach a wide audience, Carling will showcase how the local pub is where old stories are remembered and new ones are made; the best place for a nice cold pint; but much more than that – a place which is at the heart of our communities. Support Your Local will be amplified with a PR and influencer campaign which will see celebrities and influencers share their experiences of returning to their local, highlighting how pubs are still a place for people to enjoy safely. The campaign is the next phase of Carling Made Local, which champions and supports people who are making a positive impact in their hometown – just like Carling which is brewed by local people in the historic brewing town of Burton-on-Trent. |