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.

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.