Greene King: Beer Shop

The Challenge

To help Greene King bring the pub home during the spring lockdown of 2020.

Beer Shop was Greene King’s first foray into online retail and had flown largely under the radar until the pubs were closed in March due to Covid-19.

Our brief was simple: to deliver a positive return on ad spend (ROAS) and ensure consumers could still enjoy their beer, cider and wine – albeit now from home.

 

The Idea

Faced with stiff competition and a relatively modest budget, we recommended the paid media strategy focus on search, as well as harnessing the power of the business’s pub brands on social.

 

The Results

During the lockdown period, we:

  • Delivered an exceptional ROAS of £2.89
  • Saw CTRs of over 10% on paid search with an astonishing conversion rate of 4.13%
  • Delivered a cost per landing page view of nearly four times the industry benchmark.