Britain’s Beer Alliance - "Long Live The Local"

Havas London

Havas London London, United Kingdom

9124

Brand: Britain’s Beer Alliance
Country: United Kingdom

Advertiser: Britain’s Beer Alliance

Title	Long Live The Local
Agency	Havas London
Campaign	Long Live the Local
Advertiser	Britain’s Beer Alliance
Brand	Britain’s Beer Alliance
Date of First Broadcast/Publication	2018
Business Sector	Beers, Ciders, Lagers
Tagline	Long Live the Local
Story	‘Long Live the Local’ is the start of a three-year, multi-million-pound campaign to save ‘the local’ - stopping closures and prevent the planned rise in beer tax, simply by putting pressure on the Chancellor himself. Long Live the Local is an idea that celebrates the life and vitality, and the role that the local pub plays. One that doubles up as a call-to-action and a celebratory toast to everything the pub represents. It is a grassrooted and top down approach to campaigning. It engages the heart to drive action and affect positive change. Giving small businesses a platform to celebrate their contribution to communities, culture and society-at-large. Stopping closures and preventing the planned rise.
Philosophy	Beer Tax was set to rise by 3.4% in Autumn 2018 Budget, and then every year for the foreseeable future. A rise that posed a serious threat to Britain’s Beer Alliance (BBA) and its 120 members, including founding global brewers AB InBev, Carlsberg, Heineken and Molson Coors. Our challenge was simple – reverse the increase in beer duty by persuading the Chancellor Philip Hammond to cut it – with key KPI’s to maximise petition signatures and the number of emails constituents send to MPs. In order to convince Philip Hammond and other MPs that any rise in beer duty will be an incredibly unpopular decision, we had to create national groundswell. Previous arguments about taxation has failed, so it was time to take a different strategy.
Problem	Pubs have been a constant in British life for generations and are now one of the few remaining truly open public spaces. They have been at the heart of our communities since they first opened their doors. Our own research conducted by YouGov revealed 78% of Brits think pubs are an important part of the local community. It was apparent from this research that we needed to create a campaign and movement that would engage the heart, the head and the hand - a campaign that made people feel, provided the ammunition to justify the cause and made it easy for them to act. The architecture of a modern movement.
Result	Our huge campaign amassed 115,000 petition signatures, 47,000 letters sent to all 650 UK MPs and the support of influential industry organisations including CAMRA. The result? We changed Government policy in a matter of months. How many agencies can say that?
Media Type	Packaging, Branding & Design
Length	60 seconds
Market	United Kingdom
Public Relations Agency	One Green Bean
Media Agency	Havas Media Network UK
CRM	Havas CX helia
Audio Post Production	750mph
Post Production	Electric Theatre Collective
Production Company	Stink Films
Influencer marketing	Socialyse
Producer	Jeremy Smith
Executive Creative Director	Ben Mooge
Photographer	Ewen Spencer
Agency Producer	Sarah Wells
Chief Executive Officer (CEO)	Xavier Rees
Managing Partner	Jennifer Black
Agency Producer	Adam Henderson
Art Director	Jonathan Rands
Copywriter	Alex Tizard
Editor	James Forbes-Robertson
CSO	Mark Sinnock
Account Director	Tom Trevelyan
Director	Tom Green
Director of Photography (DOP)	Noel Schoolderman
Designer	Dan Davies
Assistant Agency Producer	Natasha King
Designer	Dan Scheers
Original Soundtrack	Theodore
Program Director	David Cunningham
Marketing Lead	Tom Price-Stephens
Account Manager	Jahney Smith
Content	Josh Toogood
Head Of Planning	Ravi Matharu
Business Director	Tess Hulme
Account Director	Emma Gibbons
Account Manager	Graham Kenchington
Executive Producer	Sophie Kluman
Web Production	Ekino
Print Production Company	HKX Productions
Photography production	LGA