Pub chain Greene King has created ‘The Sipping Forecast’, a weather forecast led by actor Larry Lamb to help punters dodge rain and fill pub gardens this spring.
Developed by PR agency Grayling UK, the campaign will be centred around a 90-second spot that sees the Gavin and Stacey star battling away with the vicissitudes of the Great British summer.
The work is inspired by Greene King research that indicates nearly a third (31%) of Brits dash inside from the beer garden at the first sign of bad weather.
With Lamb set to deliver weather broadcasts for pub gardens across the UK on 3 April, the chain has pledged to buy what it is calling “the biggest round in the country” when they detect April showers.
As part of its promise, the brand has said that the “first drops of rain” (during 3 April – 10 April) will activate up to 100,000 free pints for pub-goers across the UK.
“The pub garden is a like a sanctuary away from the chaos of every day; it’s somewhere to sit, to chat, to meet others and to simply enjoy being outside,” said Lamb.
“In spring, it can be really fabulous as the crocuses and daffodils start blooming and people start to dust of their jazzy summer wardrobe…only for the rain to come down and remind us that it’s only spring.”
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He continued: “Being back in the pub has been magic and I’m relishing the role of helping others out in navigating the unpredictable spring weather to still enjoy a pint in a pub garden.”
Zoe Bowley, managing director at Greene King pubs added: “Pub gardens have always been the heart of British social life, places where friends gather, stories are shared, and good times flow as freely as the pints.
“Good times are almost guaranteed – if only the unpredictable weather didn’t add a plot twist, turning a simple jacket decision into a classic British dilemma. We can’t guarantee the weather, but with our ‘When It Rains, We Pour’ promise, we’re encouraging people to embrace those April showers and make the most of every moment.
The campaign follows on from the brand’s latest TV ad campaign launched last summer with TMW, celebrating the gritty allure of London’s pub lifestyle.
