The gloves were well and truly off as Heineken set its sights on fighting social isolation this December.
To raise awareness of the issue and inspire people to connect with their community, Heineken launched its annual BrewingGood Cheer campaign – an initiative that demonstrates the important role pubs play in the heart of communities as part of a month-long nationwide roll out of free lunches in pubs up and down the country.
To mark the launch of this year’s campaign, we enlisted the help of former boxing world champion and mental health campaigner Frank Bruno. The undisputed people’s champion swapped boxing gloves for cooking gloves and rang the bell on the first of 50 lunches alongside both Opening Doors, a support network for elderly people in the LGBT community, and Sound Minds, an organisation that uses art and film to help treat people suffering from depression or other mental illnesses.
The campaign was deemed a knockout by the media as the story landed seven pieces of national coverage including the Metro, Daily Express and Daily Star. The Guardian meanwhile only attended the lunch but made BrewingGood Cheer its Instagram story of the day. There were also 12 lifestyle hits with the likes of Female First and The List.
As part of the launch we also ensured people at home had ringside seats on social through the hosting of a collection of videos and images featuring Frank, pub staff and charity representatives on Heineken’s social channels, which collectively to date have been viewed almost 180k times. You can watch the video here.
If you’re inspired by the ethos of the BrewingGood Cheer project, then be sure to invite a person in need of a chat or company down the pub this Christmas.
Former heavy weight boxer and mental health champion Frank Bruno launched Heineken’s Christmas campaign – #BrewingGood Cheer – to raise awareness around the impact of loneliness and social isolation – and the important role of pubs in responding by bringing people from all walks of life together. The UK’s leading beer, cider and pub company, is teaming up with around 50 pubs and charities across the UK to bring hundreds of socially isolated people together for festive lunches.