Australians are gradually returning to local pubs after two years of lockdowns, but patronage is still behind pre-pandemic.
Carlton & United Breweries (CUB) is spending $1 million on an advertising campaign, Ode to the Pub, reminding Australians of the special place pubs hold in the community.
The campaign, produced by Clemenger BBDO, will run for two months in NSW, Victoria and Queensland from this week.
The 60-second spot shows a montage of old and new photos from pubs which was first released last year and is being relaunched across digital and social channels.
“While it was good to see some pubs bouncing back after some of the most challenging years on record, the campaign was urgently needed to help get them back to pre-pandemic levels,” said CUB’s CEO Danny Celoni.
CUB says January’s industry keg sales were down by a third of its usual demand.
February saw sales increase as lockdowns ease and mask rules relaxed. NSW is currently faring the best, followed by Victoria and Queensland where sales were hit the hardest.
“After an incredibly difficult two years, we’re delighted New South Wales pubs can now operate restriction free," says John Whelan, executive chief of the Australian Hotels Association (NSW).
"Of course, many hotels still face enormous challenges, including the floods and staff shortages. That’s why we’re thrilled to support CUB’s Ode to the Pub campaign, encouraging people to get back to their local pub – the best place to catch up with family and friends and support local business."
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