Star Pubs Takeover

Star Pubs, the pub business of HEINEKEN UK, has recruited three celebrities in a bid to attract the next generation of licensees. As part of a year-long campaign by agency St Luke’s, the guest publicans, each of whom stars in a three-minute film, all come from diverse backgrounds and have an equally diverse dream of how a Great British Pub could be run.

Nicola Adams, the first woman to win an Olympic boxing gold medal and one of London 2012’s most enduringly popular faces, introduces a "Pubtathalon" theme to champion women in sport to The Dalesman in Leeds.

Love Islander and influencer, Farmer Will (AKA Will Young) dons a Stetson and cowboy boots to run a Wild West evening at The Black Pug in Warwick; and comedy rising star Helen Bauer, known for her high-energy standup and unfiltered sense of humour, sets up a spirited board games night at The Prince of Peckham in London.

Each celebrity is ably assisted by a Star Pubs business development manager who demonstrates the extensive investment, training and support available to anyone who is running one of their establishments around the UK. Extra help is also at hand from the real licensees, who are there to lend hands-on knowledge of the pub and its clientele.

St Luke’s humorous campaign is designed to give potential licensees confidence to take on the running of a pub – thanks to the support available from Star Pubs. At the same time, the films put the focus on the freedom each celebrity is given to make their own personal mark on the pub as a licensee, showcasing the fun and positive side.

The idea for the campaign comes in response to research showing that since 2022, 55% of applicants for a Star Pub have come from outside the industry. Even people joining from the hospitality trade often haven’t always worked in pubs before: 20% come from a restaurant background.