Carlsberg Welcomes Brits Back to Pubs for Their First Long-Awaited, Socially Distant Pints

Agency Fold7 marks the end of the U.K.'s monthslong lockdown

Friends sat in pub garden
British pubs reopened for the first time since March this weekend. Carlsberg welcomed them back with a new campaign. Carslberg / Fold7
Headshot of Sara Spary

LONDON—It’s a clichĂ©, but just as with tea, pubs really are central to British culture, and many Brits have been dreaming of a proper pub-poured pint since they closed on March 20 as England went into lockdown.

On Saturday—dubbed by many as “Super Saturday”—the government allowed pubs and bars to reopen for the first time after a three-and-a-half-month hiatus.

With Covid-19 still claiming the lives of hundreds of people each week in the country, not everyone is happy about lockdown being eased. But many people marked the occasion by flocking back to their favorite local haunt for a catch-up with friends.

To tap into the mood and capture the nation’s anticipation, London-based ad agency Fold7 created a campaign titled “Welcome Back to the Pub” for beer brand Carslberg that includes a TV ad, social, out-of-home and national press ads.

“Enjoying a draught pint of beer with friends in a pub is part of British culture for many people,” said Emma Sherwood-Smith, Carlsberg’s director of marketing. “Sensing the mood of the nation, we wanted to capture the growing anticipation, put Carlsberg Danish Pilsner at the heart of the moment and most importantly, champion the safe reopening of local pubs.”

Campaign includes digital out of home, including this spot.
Fold7 / Carlberg

Agency: Fold7
Client: Emma Sherwood-Smith, Carlsberg UK
Chief creative officer: Ryan Newey
Creative: Verity Fine Hosken
Business director: Sarah Kay
Agency producer: Lisa Nicholls
Chief strategy officer: Yelena Gaufman
Media agency: Initiative
Media planner: Verity Rapacci
Production company: 76 Ltd
Director: Andy Lambert
Editor: Dan Sherwen at Final Cut
Co-Producers: Mark Murrell and Phil Barnes
DOP: Oliver Curtis
Post-production: Absolute Post
Soundtrack composer: Elmer Bernstein
Sound designer: Alex Bingham at Machine
Casting directors: Kate Evans And Rowena Pointer
Production designer: Ged Clarke
Offline producer: Michelle Corney
Colourist: Matt Turner at Absolute Post
Post producers: Belinda Grew and Kirsty Murray

@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.