Ei extends national footfall-driving campaign

Ei Publican Partnerships, the leased and tenanted division of Ei Group, has launched a ‘Leap Year’ campaign, following the roaring success of its recent ‘Cheer Up January’ campaign.

Cheer Up January saw the company team up with a number of the UK’s leading brewers and drinks companies to support publicans in attracting new customers, driving sales and boosting footfall. In total, over 18,000 free drinks – an increase of 116% from last year were redeemed by customers during the campaign period (2-19 January). Furthermore, the number of pubs participating this year increased to 1,260 – up 15% on last year.

The new campaign, which will run between 24 February to 14 March, features an extended range of drinks products and old favourites on offer to customers. The products available throughout the Leap Year campaign include: draught and bottled beers, Guinness, ciders, Gordon’s gin, non-alcoholic beers and soft drinks. Brewing partners include Heineken, Budweiser, Diageo and Molson Coors.

Aimee Corbett, Head of Marketing at Ei Group, said: “It’s fantastic to see the Cheer Up January campaign build momentum and drive a greater number of customers into our pubs during what is traditionally a very challenging month for the trade, delivering tangible benefits to publicans.

“The feedback from our publicans has been overwhelmingly positive with 90% keen to engage in the initiative again next year. We continually look to improve the support we provide our publicans throughout the year, so we’re delighted to launch this new campaign running over the coming weeks.”

Publican at the Coach and Horses, Hertfordshire, Jacqueline Collier added: “Cheer Up January is a fantastic initiative and one we are proud to be a part of. This year has seen its popularity grow even further at our pub, with sales increasing as a result. I am looking forward to seeing more customers enjoying their free pint as the Leap Year campaign kicks off.”