Ross Kemp Goes Behind UK Bars for Heineken Documentary Series

Creative agency The Romans today announces the launch of its latest campaign for HEINEKEN to help promote their industry leading SmartDispense technology.

In partnership with actor, documentary maker and champion of the British pub, Ross Kemp, The Romans have launched the episodic documentary series 'Ross Kemp Behind Bars' which follows the nation's most famous TV-hard-man and landlord as he travels across the UK on a quest for the perfect pint. 

More than just a celebration of Heineken’s SmartDispense technology, the documentary champions the evolution of the British pub, the people who make it so great and the power it has to bring communities together.

The technology is designed to help publicans run a more time-effective, profitable and sustainable business.

The Romans challenge was to create a social-led, B2B campaign that could help to establish the technology, and its benefits, amongst a core audience of pub owners and workers. 

Dan Roberts, creative director of The Romans said, “The Great British Pub has been the backbone of this nation for centuries. So naturally, when we received the brief from Heineken to promote their SmartDispense technology to publicans across the UK, it was one of those opportunities that was just too good to keep in the world of B2B. We embraced the pub’s natural ability to captivate the nation and turned to the most famous man to ever set foot behind bars, Ross Kemp, to help us tell this vital story”.

The campaign will run episodes across Instagram, Facebook and YouTube including paid and talent channels.