BITE Insight

If you live in the UK, chances are you’ve spent a fair amount of time in a pub. Whether it’s grabbing a quick one, enjoying a leisurely one or bringing the family together for one, for years pubs have been the focal point of many a community.

But they are in jeopardy. At the moment, three pubs a day close their doors for good. So, to try to combat this steep decline, Havas UK is working with Britain’s Beer Alliance, a cross industry group made up of brewers and pub companies, to enhance the pub industry’s, and beer’s, reputation.

The latest campaign, Long Live the Local, celebrates the role that local pubs play within our communities, culture and national identity. It demonstrates that pubs are a force for good and encourages people to celebrate and support their local as well as signing a petition to cut beer tax.

The campaign video captures vignettes of pub life, from weddings to wakes, catch ups with friends and nail biting sports games. There are people of every age, from every region and every kind of community. The pubs shown are glorious in their diversity, from the dark and dingy old favourite to the newer gastro still finding its feet.

Long Live the Local focuses on the unifying nature of a pub, reminding us that it is a place to gather as a community, no matter the occasion, drink or individual.