Actor Ross Kemp, famed as soap opera publican and all-round Eastenders tough nut Grant Mitchell, has joined forces with Heineken UK to highlight the benefits of its SmartDispense cellar technology.
The new campaign, in the form of a video series titled ‘Ross Kemp Behind Bars’, follows Kemp as he visits pubs up and down the country to illustrate how SmartDispense is helping licensees save over 20,000 pints of beer, cider and water per year, while delivering ‘the perfect pint every time’.
The initiative comes in response to new research which found that 60% of British consumers have left a pub after one drink because they were unsatisfied with the quality of the serve. A further 12% claimed that when served a bad pint they won’t finish it and just leave.
The survey also found that drink quality is the leading reason British drinkers would recommend a pub to others, while 54% of respondents said they were more likely to go to a pub if they knew it had invested in equipment that could better ensure quality pints.
As part of the new Heineken campaign, licensees across the UK will get the chance to win a barshift from Ross, who will visit the winning venue to serve beer and cider to its customers. Anyone signing up to install a SmartDispense draught system in May, June and July will be entered into that prize draw.
The Ross Kemp Behind Bars campaign will also directly engage with drinkers to remind them of the hard work that goes into making each pint perfect. This consumer outreach will be supported by a high impact competition and amplification through digital and social channels.
On-Trade director at Heineken UK, Will Rice, said: “The pint is at the heart of the British pub experience – it’s that moment where a perfect pour, a clean branded glass, and just the right amount of fizz come together.
“With Heineken SmartDispense, we’re on a mission to ensure every pint is perfection, changing the game, ensuring every sip is as perfect as the last. We wanted to lift the lid on the tech behind these perfect pints and who better to help us than one of Britain’s most famous landlords.
“We know how important quality is to our consumers which is why we’re so excited to not only showcase our Heineken SmartDispense technology but also shine a light on the hard-working landlords that make it all happen.”
