Warmth. Hospitality. Unique British-ness. That’s what Mitchells and Butlers wanted people to know they could expect from each and every one of their Vintage Inns country pubs – a national estate of over 200 outlets across the UK.

The locals. The families. The ramblers. The people seeking a traditional Sunday lunch. They all came. It was the first time Vintage Inns had run a brand campaign such as this and with it we were able to buck the sector's trend and substantially strengthen their share market.

So how did we find the words to express this? We found Sir Andrew Motion. Former Poet Laureate and descendent of a long line of pub-owners, he became the inspired and natural ambassador for this British brand. A modest but powerful press campaign, Sir Andrew penned 3 bespoke poems inspired by the qualities of Vintage Inns and supported by our emotive photography – unique portraits of British country pub life.

In an increasingly competitive, price-driven market, Mitchells & Butlers couldn't afford to stay still. So rather than the sector's typical sales promotion-led campaigns, instead we developed a brand promotion for Vintage Inns.

The press campaign was launched across the UK's leading national newspapers. The full page compositions are most notable for their lack of the usual pub hustle and bustle. Instead, they invited the reader in. The press campaign was also supported by a Facebook competition, encouraging fans of Vintage Inns to contribute lines to a poem judged by Sir Andrew each week.