Diageo GB is to help bars and pubs to celebrate the Queen’s 90th birthday with activation kits and promotions for its quintessentially British brand, Pimm’s.
It is providing 12,000 outlets nationwide with kits, totalling 74,000 pitchers, 80,000 pitcher stirrers and 75,000 metres of bunting, to tie in with The Patron’s Lunch in London on Sunday June 12.
Pimm’s will also be inspiring the on-trade with specially created serve suggestions including the Pimm’s Royale and the Pimm’s Palace’s Punch to put a fun royal twist on menus.
It is also running a promotion calling on pub and bar staff to nominate a customer as a “Jolly Good Fellow” for two free tickets to The Patron’s Lunch on The Mall in St James’s in London. Click here to enter.
Part of the official National Weekend of Celebration to mark the Queen’s 90th birthday, the Patron’s Lunch recognises her patronage of over 600 charities and organisations. The event is expected to generate increased footfall to bars and pubs as the nation comes together to raise a glass to Queen and country.
To further support the event, Pimm’s is encouraging licensees to organise their own fundraising events, such as hosting a Patron’s Lunch street party or garden party, a cake sale, a “Great British Theme Quiz”, and a croquet competition.
Licensees and consumers can share their fundraising activities and events on the Pimm’s Facebook page at www.facebook.com/PimmsTime to be in with a chance to win Pimm’s goodies. Licensees can find more inspiration at http://www.thepatronslunch.com/.
Joanna Segesser, senior brand manager for Pimm’s, said: “We’re thrilled to be supporting The Patron’s Lunch in London and helping outlets up and down the country benefit from the British occasion with our activation kits.
“The event is all about celebrating jolly good fellows across the UK, so we’re also encouraging licensees to get involved in fundraising whilst raising a glass to the Queen and to the charities and organisations of which she acts as Patron. We can’t wait to share a hip hip hooray on the day and see how everyone chooses to get involved.
“With Team GB off to compete in the Olympics, Andy Murray playing at Wimbledon and the celebrations for The Queen’s 90th birthday it is set to be a truly great British summer.
“As a quintessentially British summertime tipple, Pimm’s offers licensees a significant opportunity to tap into this seasonal moment and drive footfall and sales.”
Pimm’s Palace’s Punch
2 bottles Pimm’s No 1
200ml Fresh lemon juice
1 litre Orange juice
1 litre Apple juice
Combine ingredients in a jug. Serve with ice and an orange wedge to garnish.