GREENE KING RECRUITMENT

DATE: CAMPAIGN FOR 2012

Objectives

Greene King Pub Partners actively manages recruitment for Licensees to run their own pub businesses. A combination of trade and direct-to-public communications are used, both print and online. In a complicated market, it is difficult to convey Greene King's point of difference and create recruitment advertising that stands out from the crowd.

Execution

For 2012, 2G developed 'It's Great to Be Greene' – a theme enabling us to demonstrate Greene King's commintement to customer focus. Taking a different angle for their advertising means that we can incorporate the new Greene King visual identity and use bright, bold imagery that stands out against competitor campaigns. A variation on this theme will also be used for their Scottish company (Belhaven Pubs).