Greene King boss launches campaign for 'proper pubs'

Regional brewer Greene King is aiming to reach two thirds of UK adults with a new national advertising campaign promoting traditional pubs.

Under the "Proper Pubs" banner, Greene King chief executive Rooney Anand said the initiative was aimed at encouraging consumers to embrace the pub for its people, its warmth and its community spirit.

The first stage of the campaign - representing an investment of £1.5m by Greene King - will run from now until December and will feature full page national press adverts featuring pub signs that highlight the elements that make a great pub.

The move follows the results of a survey commissioned by the company that showed consumers valued particular pubs most for their warm welcome and quality food and drink rather than modern add-ons such as wi-fi.

Speaking to The Publican​ about the launch, Anand said pubs had had to adapt to a "profound social shift" over the last two decades and had broadened their offer as a result but he added that the appeal they held for consumers remained with the traditional hospitality they offer.

"Of course you have to contemporise but our survey found that what people want most is a warm and friendly face behind the bar, a good choice of food and drink and that community feel," said Anand.

"There is a social connection you get in a pub that you just can't get online."

The Proper Pubs campaign, which will include a second burst of activity in February and March next year, builds on the previous work Greene King has done promoting its pubs through television advertising during the prime time Ant & Dec show. Anand said he hoped this latest initiative would raise awareness of Greene King's pubs but also help encourage UK consumers to think more positively about the sector.

"I am a true believer in proper pubs," he added." We are a much maligned industry and folks who work in pubs don't get enough credit for the critical role they play in society. David Cameron talks about the Big Society but what about the Little Society around every good pub?"

At the same time as the Proper Pubs campaign launches Greene King is also running a new Abbot Ale campaign under the Proper Pint banner.