Greene King - Local Marketing & Personalisation

Supporting a national brand with localised marketing that drives footfall

Challenge

Greene King Local Pubs operate 416 pubs across the UK under a strategy that encourages an entrepreneurial approach from its managers. The company is highly focused on each pub’s local demographic and required a communications solution that could deliver a high level of flexibility across significant volume.

In total, the requirement represented over 1000 possible variations of collateral, and the company had hitherto found it extremely difficult to collect, manage, collate and integrate all of the information needed into a single, coherent marketing and print production process.

Solution

Tangent's renowned expertise in local marketing and outstanding track record in web to print applications enabled us to develop an easy to use web interface that links each local pub to a central database and automated approval process. 

Results

Tangent's solution has greatly reduced the time to market for a major repositioning of Green King’s food and drink offering with significant additional benefits including local personalisation and print and design flexibility.