We need food and drink marketing! With the British pub under threat, lager-giant Carlsberg, wanted to support its free trade customers.


With food-led pubs beating ‘wet-led’ pubs hands down, this food and drink marketing campaign focused on up-skilling pub managers to think differently about their offer. A monthly magazine was created to offer business advice, cost cutting measures, easy-to-cook pub meals and a promotional calendar with top tips on how to boost business.

The PR and marketing campaign was supported by a series of masterclasses with Michelin-starred chef, Jean-Christophe Novelli. A tour of masterclasses across the UK took place for pub chefs to revitalise their menus and learn new tricks. Chefs also competed to become ‘top chef of the day’ and win a VIP visit to their venue by Jean-Christophe Novelli.


The PR campaign gained excellent feedback from pub managers and boosted partner relationships. Thanks to the support of Jean-Christophe Novelli the masterclasses grabbed headlines and provided head-turning moments for locals when Jean-Christophe crossed the threshold. They also provided big sales on the day and word of mouth in all areas thrived. In fact the masterclasses proved so successful they were rolled out for a second year in a row.

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“Thanks to Big Wave PR this food and drink marketing campaign really helped pubs and restaurants through difficult economic times.”

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High level of uptake from pub managers.

Relationship between Carlsberg and pub managers strengthened.

Each pub visit by Jean-Christophe Novelli attracted local media coverage which raised the profile of each pub.