Home Alone Inspired Spot Gets Brits Talking About Loneliness This Christmas

Stonegate Group, the UK’s largest pub company, and HEINEKEN UK, the nation’s leading brewer and cider maker, have joined forces to launch the 'Pub Alone' campaign for the festive season. The campaign was conceived and created by Pitch and delivered in partnership with Hungry Man Productions.  

At the heart of the campaign is Stonegate’s MiXR app, which connects people with nearby Stonegate venues and offers exclusive deals, seasonal rewards, and a free drink upon download. With over one million downloads, MiXR is designed to bring people together to enjoy shared experiences and create lasting memories - values that align perfectly with the campaign’s mission to foster connection and help people who feel lonely this Christmas. 

The ad will run across digital platforms and social media in the UK from Wednesday 20th November, as well as across Stonegate’s entire retail media network. Stonegate’s MiXR digital screens within venues help to reduce paper-based point-of-sale materials and site deliveries, supporting the company’s commitment to sustainability over the holiday period.

‘Pub Alone’ aims to spark meaningful conversations on loneliness and encourage people to connect and build new relationships in safe, welcoming pub environments over the holiday period. To further support these efforts in venues, Stonegate Group will be donating £75,000 to HEINEKEN UK’s charity partner, Marmalade Trust, the UK’s leading loneliness charity. 

Though Christmas is often associated with joy and celebration, many people experience loneliness during this season. The issue extends beyond older generations; in fact, those aged 16-29 are more than twice as likely to report feeling lonely as those over 70. Through 'Pub Alone,' Stonegate Group and HEINEKEN UK are working to create safe, inclusive spaces where people of all ages can experience the warmth and community spirit of the great British pub, helping to bring people together at this time of year.

This campaign will bring the spirit of togetherness to life by sharing real stories that showcase the magic of the pub at Christmas, seen through the eyes of those who experience it first hand. These 'Tales of Togetherness' will unfold across social channels, celebrating the special moments that make the pub so meaningful during the festive season. 

As well as 'Tales of Togetherness', Stonegate has developed a multi-faceted campaign to encourage connection and community support across the UK. Highlights include:

• £75,000 donation to Marmalade Trust: To further support these efforts, Stonegate Group will be donating £75,000 to HEINEKEN UK’s charity partner Marmalade Trust, to bring people together at Christmas and raises awareness of loneliness.  
• MiXR Advent Calendar: Launching December 1st, Stonegate’s MiXR app will feature a festive advent calendar with daily prizes, including offerings from Birra Moretti, adding a fun, interactive way for guests to enjoy the season and win rewards.

The 'Pub Alone' campaign will provide opportunities to create new connections and share experiences across Stonegate venues. Stonegate’s MiXR app enhances this by allowing guests to discover nearby venues, access exclusive offers, and join a community dedicated to good times and togetherness.

James Metcalfe, marketing director at Stonegate Group said, “Our relationship with Pitch is a true partnership and I am so excited to launch the meaningful ‘Pub Alone’ campaign under our mission to bring people together through our passion for great pubs, bars and venues. Christmas, for many, is a time of great happiness, but for others it is a time of acute loneliness, and our hope is that we can provide warm and welcoming spaces for people to come together and celebrate the festive season. All these great pubs and bars can be found on MiXR with added value, experiences and rewards through our app in December. 

Will Rice, on-trade director at HEINEKEN UK, added, “Christmas is a wonderful time for many, but it’s important to remember that it can also be a different experience for those feeling alone. Through our joint ‘Pub Alone’ campaign, we want to encourage communities to support one another and break the silence on loneliness. Teaming up with Stonegate Group and channelling funds raised towards our partner charity, Marmalade Trust, allows us to reach more people than ever, fully aligning with our goal to alleviate the stigma of loneliness currently felt in the UK.”

Through its partnership with HEINEKEN UK, and as the founders of Loneliness Awareness Week - Marmalade Trust has been instrumental in raising awareness of this often overlooked issue on a global scale and will be the ultimate beneficiary of fundraising efforts throughout the campaign period.

'Pub Alone' will run from mid-November throughout December, and pubs across the Stonegate network will participate by hosting special events and activities to foster connection. 

Download the MiXR app now to find your local Stonegate pub and enjoy exclusive offers.