During the nationwide initiative, customers will be able to track more than 1,500 participating pubs across the UK and redeem their free drink via a web-based app.
Recent research that revealed 18.2m people saw their pub as a ‘great place to socialise and meet people’ is the crux of the campaign, which aims to help publicans make the most of a difficult time of year.
New venues, new experiences
Ei Group retail concept director Steve de Polo said: “We know that pubs are the best place to meet people, so we wanted to run this initiative to encourage consumers to visit new venues and enjoy new experiences.
“January is generally the quietest time of the year for pubs – we want to motivate consumers to get out the house and battle the winter blues with their friends and family by heading down the pub for a beer on us. We are determined to work in a collaborative partnership with our publicans and key suppliers, by utilising our assets to help them increase sales.
“We know from our previous campaigns that we can attract a captive audience by reaching out to consumers directly via the app and other digital and affiliate channels. This has proven an immense success with some major learnings for us.
“With this in mind, I have no doubt our Try January activity will drive further interest in pubs across the UK and I look forward to hearing how our publicans up and down the country have benefited.”
As with previous campaigns, Ei Publican Partnerships will provide publicans with point-of-sale materials alongside a developed digital presence including activity on social, email and affiliate channels.
The initiative coincides with the popular Try January campaign, which rewards new and existing customers while offering an incentive to try a new pub with friends.