Greene King set for Jubilee celebrations

Greene King is looking to tap into the patriotism that will swell from the Queen’s Diamond Jubilee and the London 2012 Games this summer with the launch of the ‘Love GB’ promotion.

queen

The prize giveaway is being promoted across all of its 2,400 pubs in the UK where customers will be directed to a website to find out if they’ve won a British-themed prize.

Prizes range from Union Jack boxer shorts to Festival of Speed tickets as well as Old English Inns mini breaks and free meals at Greene King’s pub chain Hungry Horse.

Additionally, the brewer has created a Celebrate Pale Ale to commemorate the Diamond Jubilee, which will be available throughout June and July.

Dom South, marketing director at Greene King Brewing and brands, says the campaign represents “the trade’s best chance” to commercialise the level of patriotism among drinkers this summer.

He says: “Everybody knows this summer has the potential to be great, however the key to real success will be converting footfall to sales and that’s where Love GB will give pubs all the support they need to put in a winning performance.

“The whole country will be celebrating and so will licensees if they make the most of opportunities offered by this campaign.”

The British-themed promotions will run alongside Greene King’s TV spot, its first since 2010, as part of a wider £4m marketing strategy to target younger consumers.

Greene King are not the only brewer hoping to cash in on the Queen’s Diamond Jubilee this June. Molson Coors is readying an experiential push across the UK to promote its Carling brand.

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