Freeman Christie brews up ‘character’ collateral for pub chain

Freeman Christie is creating a ‘landlord’s handbook’ as part of its work with national pub chain Village Pub and Kitchen.

The chain is part of brand-owner Mitchell & Butlers, which also owns the All Bar One, Harvester and O’Neill’s brands. Village Pub and Kitchen operates 27 pubs across the UK.

Gloucestershire-based Freeman Christie has been working with the client for around two years after winning a pitch, according to partner Mark McArthur-Christie.

It has created individual brands and collateral for each of the pubs (pictured). ‘One of the challenges is that the material we produce needs to have the feel of something a passionate landlord would produce himself – the brands are geared towards presenting the landlord as a character,’ says McArthur-Christie.

The consultancy has now created a landlord’s handbook, which launches this week, with advice for landlords on how to promote their pubs.

Landlords will be able to devise promotional ideas using the handbook, and Freeman Christie will then produce collateral to support these.

McArthur-Christie says, ‘The handbook gives each pub manager a stack of ideas they can use – and real control over what they do locally.’

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