Stella Artois has created a new campaign designed to support pubs through the cost of living crisis.

‘The Pub Renaissance’ collection, which was created in-house, sees iconic pub signs reimagined as renaissance artworks to help raise money for pubs struggling with spiralling energy bills. The Original artwork will be sold at an online auction, with the profits going to Hospitality Action to help support local pubs. 

The campaign launches as new research from Stella Artois reveals that over half of Brits (55%) agree that pubs are still the heart of their local community. While 77% say it is ‘sad to see’ so many nearby watering holes closing down in recent years. 

It comes as pubs across the country struggle to pay their bills as energy prices continue to skyrocket. The latest data from charity, Hospitality Action, has revealed applications for financial support are up by almost a third (29%) from the previous year. 

Supporting pub culture 

Stella Artois’ research underlines the significance of pubs to British culture. With 43% of respondents agreeing that pubs can be a lifeline for members of their community. While 42% say they’re a great place for the community to come together. Over half (55%) believe the government should do more to support the hospitality industry. 

To support these struggling pubs Stella Artois has partnered with leading British artists to reimagine a series of pub signs as nude artworks. The nude signs are available for online auction for a limited time only, with more affordable posters also available to buy at www.stellapubsigns.co.uk  All profits will be donated to Hospitality Action to assist pubs with rising energy bills and Stella Artois will match funds raised, up to £50,000. 

The Pub Renaissance features work from renowned artists including Reuben Dangoor and Heath Kane. 

Inspired by the recent launch of Stella Artois Unfiltered, the series features the sign of ‘The Cricketers’ reimagined by Reuben Dangoor to star a batsman with a strategically placed bat. It also includes a new view of 'Queen Victoria' by Sam Rees-Price, and a brand-new portrait of HRH King Charles for 'The Kings Head' by Heath Kane ahead of the coronation in May. 

Meg Chadwick, Senior Brand Manager at Stella Artois, explained: “As a brand committed to tackling big issues within our communities, we wanted to offer our support to pubs during this challenging time. As bastions of British culture, pubs deserve to be valued as much as any piece of art hanging in a gallery, which is why we wanted to use this traditional medium - albeit with a cheeky twist - to support them. We want to raise as much money as possible so art and pub lovers - buy nude art, help pubs.”

The in-house team behind the work includes Chadwick alongside Charlotte Schreurs, Account Director for draftline. Creative directors were James Taylor and Gabriel Garcia. 

The campaign underlines that in the wake of the cost of living crisis creativity which comes with added tangible financial benefits, pays dividends.