LONDON, UK – Heineken UK’s Star Pubs has unveiled a fresh approach to attracting the next generation of licensees through a unique celebrity takeover campaign developed by St Luke’s. The initiative invites three well-known personalities to reimagine what running a Great British Pub could look like, each presenting their own distinctive vision in a short film series.
The year-long campaign features Olympic champion Nicola Adams, Love Island alumnus and influencer Farmer Will (Will Young), and rising comedy star Helen Bauer. Each takes charge of a local pub, transforming it into their version of the ideal community hub.
Adams brings a “Pubtathalon” concept to The Dalesman in Leeds, celebrating women in sport. Farmer Will channels a Wild West theme at The Black Pug in Warwick, while Bauer infuses playful energy with a board game night at The Prince of Peckham in London.
Behind the scenes, each celebrity is guided by a Star Pubs business development manager and supported by the real-life licensees, underscoring the training, investment, and on-the-ground assistance available to anyone who takes on a pub.
Star Pubs’ Head of Licensee Attraction, Hance McPherson, says: “People from outside the sector are a vital source of licensees for the nation’s pubs. The applicants we’re seeing in 2025 are looking to take on pubs after careers ranging from accountancy and law enforcement to teaching, with the biggest growth coming from those in healthcare, social work, engineering and manufacturing.
“It’s critical for the future of the industry to showcase all the positive sides of running a pub and to demystify the L&T [Leased & Tenant] style of agreement. When we talk to people, they’re often amazed to discover they don’t have to buy a pub; they can lease one with the freedom to run it as their own and without any big company branding above the door. We hope this campaign will give people the confidence to consider taking on a pub.”
Al Young, Chief Creative Officer at St Luke’s, says: “The insight behind the idea is that, just as everyone has a book inside them, every pub goer has a pub inside them. If you love pubs, you know exactly what the pub of your dreams would be like. In each short film we hear the celebrities’ visions and then see it come together in a journey of highs and lows and, through it, showcase the unique combination of freedom and support Star Pubs’ gives to all of their operators.”
Farmer Will says: “I’ve always wanted to work in a pub. It’s really fun being surrounded by people all day, not too dissimilar to being around the animals on the farm! The struggle facing pub licensees and farming isn’t too dissimilar – we’re both facing rising costs in a difficult economic climate. In the same way I’d want customers to back British farming, it became clear in this film that showing support to your local is equally important.”
St Luke’s and Apostle Studios has created the three films as well as 9 x 10 second trailers teasing the films and 9 x 30 second interviews on the licensee’s experience. Launching in late September, all the films will be available online, but each celebrity will be part of their own individual three-month media burst.
For more on the campaign and to watch the films, visit starpubs.co.uk/star-takeover
