Heineken and Stonegate tackle loneliness down the pub

Heineken UK has joined forces with Slug & Lettuce owner Stonegate Group for a new campaign which finally aims to lay to rest the 1974 Mud classic Lonely the Christmas, by uniting people down the pub during the festive season.

Citing research which shows consumers aged 16 to 29 are more than twice as likely to report feeling lonely compared with those over 70, “Pub Alone” is apparently a play on the Christmas film Home Alone.

At its heart is a short film featuring comedy actor Thomas Gray, showing how pubs can be safe havens for connection and community, rather than places where you simply go and get hammered.

The campaign is closely tied to Stonegate Group’s pub and loyalty app, MiXR, that helps users discover nearby venues and access exclusive offers.

The Pub Alone campaign will run throughout December, with pubs across the Stonegate network hosting special events and activities designed to encourage connection and fight loneliness. The firm is also donating £75,000 to the Marmalade Trust, a UK loneliness charity and Heineken UK’s charity partner.

Stonegate Group marketing director James Metcalfe said: “Our hope is that we can provide warm and welcoming spaces for people to come together and celebrate the festive season.

Heineken UK on-trade director Will Rice added: “Christmas is a wonderful time for many, but it’s important to remember that it can also be a different experience for those feeling alone.

“Through our joint ‘Pub Alone’ campaign, we want to encourage communities to support one another and break the silence on loneliness.

“Teaming up with Stonegate Group and channelling funds raised towards our partner charity, Marmalade Trust, allows us to reach more people than ever, fully aligning with our goal to alleviate the stigma of loneliness currently felt in the UK.”

Whether Mud’s late frontman Les Gray will be pouring his lonely heart out over the jukebox remains to be seen.