Long-term Nalla client and respected brewer and publican, Greene King, wanted to refresh their customer experience and general look at their Premium Local sites, emphasising a local, quality feel throughout.
Greene King is the UK’s leading brewer and publican, and a FTSE 250 company. With over 3,000 sites in their estate, award-winning ales and two centuries of brewing history, they are one of Britain’s greatest institutions. Since 2011, Nalla has been working with them on their Premium Local sites, to great success. Initially briefed to inject new life into this division of the business, our initial research and client immersion showed that there was a disconnect between the offering that customers desired and what the real experience was. Their messaging wasn’t offering the premium experience that was the vision of the company.
We needed to create some consistency across the Premium Local sites, but the strongest message from customers was that they didn’t want a ‘boring chain’ or ‘worldly cuisine’ – they wanted the unique experience of their local pub, serving honest, quality food and drinks. We needed to create solutions which allowed for each site manager to use their local knowledge and tailor the experience, so they could make it right for their customers and regulars.
We created a close knit, collaborative relationship with regular competitor audits and client feedback sessions, to ensure that we were always heading in the right direction and that everyone was a part of the decision-making process. This partnership allowed us to share ideas and feedback, collaborate on food trend reports and work to improve every campaign we created together. Our top priority was maintaining the existing customer loyalty, and by creating a more personable and approachable tone for the brand, we helped create and keep that emotional connection alive. Point of sale communications were treated with an addition of humour and banter, money-saving messages were made less overt and more conversational, and with each campaign we created custom image and type treatments to showcase the new, pared-back menus focusing on quality produce and ingredients.
Core to our work has been helping reposition this segment of the Greene King business from all customer touchpoint perspectives. This meant that we’ve been able to have impact and direct various different parts of the business, including art directing on websites, input into creative interior design on new and refurbished pubs, and guiding managers through Roadshows and Bulletins. We have worked across numerous parts of Greene King’s communications; from their newly designed menus which change every six months and use proven menu psychology to help strategic sales, to one-off seasonal campaigns and promotional materials focusing on a single product. We’re proud to have contributed to Greene King’s growth.
We’ve been working with Nalla for some time and they never disappoint. Our levels of customer satisfaction have increased, and our managers are more engaged thanks to their standout work.
KIRAN PAL
Brand Controller
Being such a huge part of our client’s journey has allowed us to build a strong, truly trusting and highly collaborative partnership. This ensures we have inspirational briefing sessions and progress meetings where we share ideas and feedback, collaborate on food trend reports, and work together to see what we can improve on further in future campaigns. We’ve helped Greene King to host inspirational events for managers, enabling them to communicate new campaigns and ambitions for the company, as well as best practice for translating . They’ve been hugely successful, with 93% of the most recent event’s attendees rating it ‘good’ or ‘excellent’. With trust comes responsibility and as such we have worked with a number of different divisions such as Mainstream High Street, Metro and Beer and Meat. With the Marketing Team always striving for excellence, it has, in turn, seen the business as a whole striving for and achieving more.
