In a bid to attract the next generation of pub licensees, Heineken UK has launched a new campaign that sees celebrities take on the role of pub landlord at their own ‘Star Pub’.

Undefeated boxing champion, Nicola Adams OBE, Love Islander, ’Farmer Will’ and Comedian, Helen Bauer each take on the challenge of running their own pubs for a day. 

Each celebrity has a unique and distinct vision for their pubs. The campaign is designed to show that pub owners all come from diverse backgrounds and take a unique shape.

The celebrity-fronted campaign is part of a three-year-long campaign from agency St Luke’s.The campaign is built on the insight that since 2022, 55% of applicants for a Star Pub have come from outside the industry. While even people joining from the hospitality trade often haven’t always worked in pubs before with 20% coming from a restaurant background.

“People from outside the sector are a vital source of licensees for the nation’s pubs. The applicants we’re seeing in 2025 are looking to take on pubs after careers ranging from accountancy and law enforcement to teaching, with the biggest growth coming from those in healthcare, social work, engineering and manufacturing,” says Star Pubs’ Head of Licensee Attraction, Hance McPherson.

Three films show the celebrities taking on their own pub to underline that the dream of running a Great British Pub can take many forms.

Boxing gold medal winner Nicola Adams introduces a "Pubtathalon" theme to champion women in sport to The Dalesman in Leeds. While Love Islander and influencer, Farmer Will puts on his cowboy boots to run a Wild West evening at The Black Pug in Warwick. Comedian Helen Bauer arranges a board games evening in her role at The Prince of Peckham in London.

The celebrities are assisted by a Star Pubs business development manager who demonstrates the extensive investment, training and support available to anyone interested in running a Star Pub in the UK. 

The campaign aims to show the support and guidance available to those considering a career in pubs, while showing the creative opportunities and fun that can be had while running an establishment. 

“The insight behind the idea is that, just as everyone has a book inside them, every pub goer has a pub inside them. If you love pubs, you know exactly what the pub of your dreams would be like. In each short film we hear the celebrities’ visions and then see it come together in a journey of highs and lows and, through it, showcase the unique combination of freedom and support Star Pubs’ gives to all of their operators,” says Al Young, Chief Creative Officer at St Luke’s.

The humorous campaign enlists the help of celebrities to give potential licensees the inspiration and confidence to take on the challenge of running a pub. By showing the opportunities and support available, Heineken hopes to help shape a fun and diverse future of pubs.