Locking in long term value for a sector leader

Challenge

Leading brewer and publican Greene King had a vision to create a premium experience for their patrons whilst delivering an authentic local-pub standard of personalisation and atmosphere. But how does a publican with over 3,000 sites across the UK recreate an engaging ‘local pub’ experience for everyone, everywhere? 

 

Objective

Greene King was originally founded in 1799 as a brewery. Over the centuries, the business expanded to include public houses and hotels, in addition to acquiring several other breweries along its journey. Famed for its range of traditional ales and bitters, the brand is steeped in history and has a loyal following. 

 

Despite being famed as a nation of pub lovers, the number of pubs in the UK began to decline steadily in the early 2000’s, so Greene King needed to do what it does best and deliver establishments that bring the locals in and encourage them to stay. 

 

In 2011, Greene King sought to inject new life into its Premium Local sites, re-engaging its loyal customer base as well as attracting new ‘locals’ into the fold.

 

Solution

In response to the brief we did what we do best and swiftly got in sync with the client. We took the care and attention to thoroughly understand the business, its history, its present-day and its future. Using extensive insight into Greene King’s competitors, staff and customers, we were able to help them navigate the best route to engaging their audiences.  

 

Through honing a more personable and approachable tone for the brand and creating a richer visual style that delivers more brand personality, Greene King was able to reconnect with its audiences as the characterful brand they knew and loved.

 

Creating flexible and accessible solutions that put the brand and its identity into the hands of those who use it most – the site managers – meant staff are able to apply their extensive local knowledge and appeal to the specific tastes and tones of their customers, delivering the more authentic and locally-focused experience we knew they were seeking. 

 

This was just the beginning of a long, highly collaborative and successful partnership with Greene King, which has seen us involved in many areas of the business from internal & external communications to sales strategizing and creating seasonal campaigns. We’re immensely proud to have contributed to Greene King’s continued growth and look forward to a bright future together.   

 

Results

Working in true partnership with Greene King has enabled us to gain a thorough insight into the brand, its heritage, values and vision for the future. This knowledge enables us to consistently produce work that surpasses expectations and helps them advance on their journey. Since we began our ‘lock in’ with Greene King the brand has achieved:

  • 25% increase in share price 

Before
After

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

DESIGN TEAM
Vicki Young
Jonny Davidson
Alice Saunders
Kirsty Tavendale
CLIENT SERVICE TEAM
Robbie McWhirter
Meri Wills