Convention
News organisations tend to stick to reporting the news, and their advertising revolves around that.
Pubs are closing at the rate of two a day under a burden of ever-higher taxes in the UK.
While most news outlets are reporting this information, they aren't doing anything to save these bastions of community and culture.
Relative Advantage
The Telegraph has been raising the alarm on the subject for some time with their ‘Save Our Pubs’ editorial campaign. So, Bountiful Cow and The Telegraph joined forces.
On 16th May 2026, we created the first ever National Pub Day (like Record Store Day but for pubs) - something almost everyone in the UK could support. We wanted people to feel the Telegraph's support, so we decided to give the nation a free pint of classic British ale - on us.
In just six weeks, we somehow managed to brew 500 kegs of specially created Telegraph Ale with Renegade Brewing, and distributed them to pubs all over the country.
Everyone who registered on the Telegraph’s website could download a voucher and claim a free pint at their local. Participating pubs received thousands of pounds worth of merch to celebrate the day, from Telegraph stickers in their windows to pump clips on the bar.
1,300 readers submitted love letters to their favourite pubs, with the Telegraph picking up a £5k bar tab at each of five lucky pubs where their reporters ran a dedicated liveblog throughout the day.
Pints of Positivity
Response to the campaign was far reaching and unifying.
Just like the very best pubs, we brought together the most unlikely of bedfellows.
“Although I’m not a drinker, I still enjoy going to pubs and everyone deserves to be able to go out and spend time with friends and family. I would encourage people who can to visit their local this Saturday as part of National Pub Day” Zack Polanski
“I am planning to visit my local pub as part of The Telegraph’s National Pub Day and would encourage others to do the same” Nigel Farage
“On the Telegraph’s National Pub Day, I’d encourage everyone to plan a trip to their local and show our pubs that we still value them” Kemi Badenoch
The campaign also received backing from the one person who could do something about it – Andy Burnham who said: “I’m not always known for backing Telegraph campaigns but on this one – 100%. Pubs are quintessential British culture. In times when maybe we’re not as connected as a country when we should be, they bring people together. They bring life onto our high streets. I back the Telegraph’s ‘Save Our Pubs’ campaign”.
THE IMPACT
85% of prospective Telegraph readers thought the campaign was a vital or good cause and 15% would now consider a subscription.
12k vouchers were downloaded, even more cut out from the paper.
At least 36k pints of Telegraph ale were drunk around the country.
In July, two days after becoming PM, Andy Burnham fulfilled his backing of the campaign with a 20% cut in business rates for pubs.
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