Mulberry bases new marketing campaign on British pub culture

By

Barbara Santamaria

Published
Jun 12, 2019

Mulberry has been trying to accelerate its international growth by hosting runway presentations in cities like Seoul and Paris, but its latest campaign confirms it is still very much a quintessentially British label.

Concentrating on the most beloved of British institutions, the pub, the marketing initiative will see the luxury brand led by creative director Johnny Coca host a series of public gigs at three London locations this summer.

The campaign aims to celebrate “the sense of community, democracy and general joviality” found at British pubs, Mulberry said. British heritage has become an increasingly important factor for the brand in recent years, with international tourists making up 40% of its customers.  

The ‘My Local’ initiative launched this week with a traditional pub quiz hosted by George Lamb at Notting Hill’s The Cock & Bottle. The evening, attended by musician Carl Barat, actress Sai Bennett, and artist Christabel MacGreevy, opened with a live performance from soul songstress Celeste and included DJ sets from Qendresa and Disco Smack’s Josh Quinton.

Mulberry supplied the drinks and snacks, from sausage rolls to miniature fish and chips and scotch eggs.

The campaign will continue on 25 June at The Betsey Trotwood in Farringdon, with further events planned on 9 July at the Sebright Arms in Cambridge Heath and on 23 July at the Prince of Peckham. They are all open to the public free of charge.