Firkin sings pub love

The chain of Brit-style pubs has launched a regional radio campaign, leveraging the medium for its 'theatre of the mind' creative.

The new ‘Firkin Pub Anthem‘ has probably never been more true in Southern Ontario right now, as soccer fans fill the region’s bar stools and make it their ‘home away from home’ this June.

The chain, with 29 locations in Ontario, one in BC and 13 in the US, has launched a regional radio campaign with a new 60-second jingle touting the pub’s friendly atmosphere. Targeting the Greater Toronto Area, Cambridge and Windsor, the campaign is starting with a radio-only strategy, and will expand to include social media as the campaign goes into summer.

The creative and media buying for the ‘Firkin Pub Anthem’ was handled by Burlington-based Jan Kelley Marketing. Account director Krista Benz says that radio was the perfect way to bring the anthem to life for the Firkin’s target audience.

‘Radio has always been the primary medium for Firkin advertising and something like the Firkin Pub Anthem is perfectly suited to what radio does best – theatre of the mind,’ she said in a release.

The jingle is sung by the pub’s hearty-sounding British spokesperson – who may be the first person to use the word ‘glissendo’ in an advertising campaign – backed by the ‘Firkin Glee Club Band’ and another new Firkin ‘character’ Reg. The structure of the song is ideal because new lines can be subbed in and out to go with the seasons and special events, Larry Isaacs, director of marketing for Firkin Group of Pubs, said in the release.

‘For example, right now we have a verse that references our patios, and if at some point we want to feature a specific menu item, we can do that too. Our anthem can be constantly changing yet always be fun and familiar.’