Vintage Inns
Find Your Countryside

The Challenge

Warmth. Hospitality. Unique British-ness.

That's what Mitchells and Butlers wanted people to know they could expect from each and every one of their Vintage Inns country pubs – a national estate of over 200 outlets, known for their independence and individuality. Each has their own name, history and personality so we needed to create a campaign which tapped into this.

The Answer

So how did we find the words to express this? We found Sir Andrew Motion.

Former Poet Laureate and descendent of a long line of pub-owners, he became the inspired and natural ambassador for this British brand.

Sir Andrew penned three bespoke poems inspired by the qualities of Vintage Inns and supported by our emotive photography – unique portraits of British country pub life. This was then executed across a nationwide press campaign, supported by a social media competition to win your line of poetry judged by our most famous Poet Laureate.

The compositions are most notable for their lack of the usual pub hustle and bustle. Instead, they invited the reader in. And they worked.

The locals. The families. The ramblers. The people seeking a traditional Sunday lunch. They all came.