A new advertising campaign for Burton-based Punch Taverns is using real pub licensees to capture the imagination of prospective landlords.
Conceived and developed by Birmingham's Seal Communications, the Focus campaign features a variety of licensees from the company's pub estate in a bid to attract new talent.
Mario Morby, senior account manager at Seal, said: "The campaign aims to communicate Punch's unique approach to retailing and we decided the best way to achieve that was by promoting the retailers themselves.
"A handful of licensees were interviewed and their testimonials plus photos have been used in the creative artwork."
Last year Seal launched the first brand led advertising programme on behalf of Punch.
Results have shown an increase in applications of around 1,500 with a 30 per cent rise in traffic the company's recruitment pages at www.punchtaverns.com.
"We're now looking to build on this campaign with a proposition that has value and carries weight for those considering taking on a pub", said Mr Morby Mario.
With more than 9,000 outlets, Punch is the UK's biggest landlord.