Christmas and New Year is a critical time in the pub calendar. Incremental trade generated over this period can make the difference between profit and loss for the entire year overall.

The team were tasked with creating the festive campaign and collateral for over 140 Chef & Brewer pubs to ensure existing customer relationships are maintained, new customers acquired, and the revenue opportunities are maximised. This included photography, all food and beverage menus, external signage and online assets.


IF Agency delivered a creative concept with “togetherness” as the core insight as people make more of an effort to spend time together with family and friends over Christmas. Chef & Brewer outlets are synonymous with modern British country experience making it the perfect festive choice.

The creative executions tap into the emotion of the occasions with relevant festive elements illustrating the different themes. Festive family time used crackers and candy canes, Boxing Day took inspiration from brisk winter walks with red berry sprigs, stars and cinnamon sticks and Christmas Day continued the modern take on the traditional Christmas with fir, mistletoe and eucalyptus sprigs.

The photography adopted a flat lay approach combining the festive elements to create a central void to present the promotional messages. Communications were brought to life with distinctive illustrations of seasonal produce and ingredients overcoming any menu variations in different locations.


We delivered multiple menus designs across the Chef & Brewer estate of over 140 outlets which made a significant contribution to the Christmas trading success reported by Chef & Brewer Brand owner and operator Greene King:

Greene King announced: "This morning we announced our Christmas trading update. After 36 weeks of our financial year, Pub Company like-for-like (LFL) sales were up 3.2% following strong trading over the Christmas period. LFL sales in the last two weeks, covering Christmas and the New Year, were up 10.9% and we achieved record Christmas day sales of £7.7m."

Read the full statement here: here

Successful Christmas marketing strategies and campaigns are developed in the summer months!

Read our article “Ten Ways Marketers Can Prepare For Christmas In July” and get in touch if we can help achieve the best Christmas yet!