Tesco is encouraging customers to support their local pubs as beer gardens in England and Wales opened for the first time this week since the winter lockdown.
The supermarket’s new nationwide newspaper, social media and digital billboard advertising campaign highlights the “tough” time the hospitality sector has had during the pandemic.
“Pubs have had it tough this year,” it reads.
“That’s why for once instead of telling you about our fantastic deals, were using this space to ask you to support them instead (as long as you feel safe to do so).”
Pubs have had it tough this year. So, as good as our deals are, this week we’d rather you support your local pub (as long as you feel safe to do so). Because right now, #EveryLittleHelps.
Excludes Scotland, NI and Wales.https://t.co/qfn6UJcsvP for the facts 18+ pic.twitter.com/VdMUBDXn9a
— Tesco (@Tesco) April 12, 2021
Grocers have faced accusations of cashing in on the closure of the hospitality and leisure sector, despite many of them, including Tesco, refunding the business rates relief offered by the Treasury.
“Today is a huge day as many pubs reopen after an incredibly difficult year,” a Tesco spokeswoman said.
“To support them, we’re using our ad spend to encourage the nation to give Tesco a miss in favour of a visit to the pub.
“We urge our customers to head to their local for a drink or a bite to eat with friends and family if they can.”