This was no ordinary birthday. We were tasked with creating a unique and engaging concept to build excitement around Young’s 185th anniversary.
02 — Creative process
A history graduate myself, I thought there was no better idea than to delve into to story of Young’s, founded in 1831. With pubs closing weekly in the UK, it was time to recognise the significance of Young’s 185-year legacy.
Collaborating with the marketing team and a local pub historian, we explored the rich history of the pub group, crafting a press release and inviting people to share their own stories via social media to highlight the brand's enduring presence.
Secured an exclusive in The Evening Standard newspaper and online on Young's Day. This story is still used annually in the celebration of the day.
One of Young's most successful birthday campaigns, this saw a 42% increase in engagement.
