Guinness marks hospitality reopening with new campaign

To coincide with the reopening of indoor hospitality in the UK, Guinness has launched a new advertising campaign featuring classic song 'Always On My Mind' to celebrate the milestone.

Its #LooksLikeGuinness campaign takes inspiration from the common addage experience of seeing things we miss everywhere we look. Launched on 13 May, the campaign is centred around a 40-second film featuring a series of blac and white objects, including socks and a bollard, before revealing the image behind these fascimiles: a pint of Guinness.

The campaign will run on national television in the UK, alongside online, on-demand video, OOH and print. People are also invited to show their support on social media by sharing images of their own lookalike pint with the hashtag #LooksLikeGuinness.

This new campaig follows a £30 million support pledge from Guinness to help UK hospitality businesses through the Covid-19 pandemic via its Raising the Bar programme.

Neil Shah, head of Guinness GB, said: "The past year has been tough for the hospitality industry, so we want to do all that we can to make sure that the opening week of indoor hospitality is as successful as it can be.

"We’re pleased to be able to mark this monumentous occasion with the #LooksLikeGuinness campaign – the reopening of the pubs has been a long time coming but as we say at Guinness, ‘Good things come to those who wait’. We hope through programmes such as our £30 million Raising the Bar programme, outlets can continue to operate in a safe and sustainable way."

17 May 2021 - Bethany Whymark