Greene King IPA Launches ‘To The Pub’ Campaign
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Greene King IPA launched its ‘To The Pub’ campaign with an energetic event featuring a famous Greene King landlord, Michelin-starred chef Tom Kerridge.
The event took place at the Crabtree, Fulham, with the owner of the two Michelin star Hand and Flowers, Marlow, delighting consumers with a series of his trademark dishes cooked on the Greene King IPA ‘Hoppodrome’ – a dynamic, purpose-built cooking and sound station designed to celebrate the very best in food and beer.
Ticket holders, who entered the competition to attend this free experience, dined on gastronomic delicacies cooked live by Tom, including servings of pulled beef brisket in milk buns, pork green chili from his yet to be released ‘Tom’s Table’ book, mushroom risotto ‘Coach style’ and his trademark mackerel burger, all accompanied by refreshing pints of Greene King IPA. Greene King IPA and the Hoppodrome offered consumers the chance to sample the country’s foremost gastropub food.
The event took place to celebrate the launch of Greene King IPA’s ‘To The Pub’ campaign, which will see Greene King IPA championing the Great British pub and capturing the individual spirit, sense of community and authentic moments that take place in their pubs every day.
“It has been a pleasure to cook for true foodies in such a dynamic environment. Working from the Hoppodrome was fun – chefs are often hidden away in the kitchen and I loved being at the centre of the party and seeing people react to my food live. Beyond putting on a show, we are here today to raise a refreshing pint ‘To The Pub’ and inspire people about all their local pub has to offer,” says Tom Kerridge.
The new ‘To The Pubs’ campaign is a bold and pioneering move from the country’s leading brewer and represents a significant investment into driving reappraisal and strengthening the emotional connection and affinity for the brand. ‘To The Pub’ is part of a fully integrated marketing campaign which will see a continued investment from the brand across multiple channels including PR, social media and a dedicated media buying strategy.
