Everards Brewing up a storm with great PR

Background

We’ve been working with Everards for a number of years on the digital side and in 2010 we were appointed as the brewery’s retained PR agency.

With the effects of the recession and the smoking ban taking their toll on the pub trade, around 25 establishments across the country were closing each week. Everards had so far weathered the storm and, with continued investment into its network of over 170 pubs, was continuing to thrive. Knowing how challenging the industry had become, however, the Leicester-based brewery was keen to reestablish its pubs as fantastic places to eat and drink at the heart of their local communities.

And that’s where we came in! Our brief was to provide a press office function for the brewery, supporting its individual pubs on a local level and handling media enquiries. We were tasked with generating positive coverage that would encourage people to visit their local Everards establishment and help to keep the community spirit alive.

Approach

Working closely with the in-house marketing team at Everards, we were able to gather a steady stream of news from the estate, from award wins and anniversaries, to ghost train installations and truck pulls. We then placed these with local, regional and trade media, securing interview opportunities where appropriate.

Wherever possible, we made use of high-quality photography to really bring the stories to life and demonstrate how inviting the pubs, their licensees and customers are.

With this campaign running successfully, we were also asked to support a number of other projects, including the Tiger Hero Recipe Competition, the launch of Everards’ first Project Artisan site (an initiative to support talented food and drink producers) and licensee Sam Hagger’s ‘Bring Back Jugs’ campaign.

Results

PR activity generated an average of 157 pieces of targeted local, regional and trade coverage each year, across print, online and broadcast media. Advertising value equivalent (AVE) evaluations of coverage achieved during the three year contract demonstrated a return on investment of over 400 per cent, with an average total circulation of more than 3.6 million each year.

In 2013 Everards was named Pub Company of the Year at the Publican Awards, for the comprehensive support package offered to its tenants, with PR and marketing support