Christmas Influencer Campaign: Mitchells & Butlers

max-w-[150px]
Social media content creators film themselves pull a Miller and Carter Christmas cracker over a festive dinner table.
Content MarketingPaid social

When it comes to the best influencer campaigns in the UK, does this influencer-led Christmas event take the cake? With a collective social audience of 876k and an audience engagement rate of 0.96%, it just might…

Project achievements

Collective social audience876,814
Influencer attendance rate100%
Total impressions1,277,521
Total engagements5,293
Two social media content creators look at a smartphone over a festive dinner table.

Brief: End-to-end influencer-led campaign

Mitchells & Butlers’ Premium Division – which includes Miller & Carter, Vintage Inns, and Premium Country Pubs – was looking for an agency to deliver an end-to-end influencer management for immersive festive preview experiences.

These events needed to produce content beyond transactional posts, leaning into rich storytelling, authentic endorsements, and seasonal rituals.

With our long-standing relationship and decade of expertise in influencer-led campaigns, Brew won the competitive bid. This included end-to-end influencer campaigns for:

• Three events
• Three distinct stories
• One collective vision

A luxurious festive dinner table awaits guest arrivals.

The focus for the campaign would be:

• Sourcing highly relevant content creators, using our specialised knowledge and existing rosta

• Managing all logistics, including best practices and legal considerations of influencer campaigns

• Delivering high-quality, authentic content that showcases each brand's festive menu

• Positioning the client’s venues as go-to destinations for Christmas celebrations

• Driving awareness and bookings throughout the festive season

A room full of hospitality influencers gathers at a Brew Christmas event for a Mitchells and Butlers influencer-led campaign.

Approach: Hospitality influencer network

Using our extensive experience with content creators and influencers in the hospitality space, we leveraged our contact lists and know-how to bring the client’s vision to life.

Brew took the lead on:

• Influencer research and outreach
• Influencer briefing and coordination
• Supplier support (in the form of workshops)
• On-the-day influencer event support
• Content tracking and reporting

Beatrice (Brew social media account manager) briefs a table of content creators on the brand festive campaign at a premium Mitchells and Butlers venue.
Close-up view of a festive table in a Mitchells and Butlers venue.

Solution: Audience of 876k people

For starters – see what we did there? – all three brands held preview events for their Festive Menu, with creators enjoying festive cocktails and canapés on arrival.

But it was the brand-specific touches that really set the scene at these influencer-led campaign events:

A personalised wooden steak board on a festive dinner table.

• Miller & Carter – Mini Steak School: One of the chefs took them through all the different cuts, the providence of their award-winning steaks, secret cooking notes, and more. Afterwards, the content creators all received personalised steak boards.

A luxury Christmas dinner table with personalised gift bags, waiting for content creators to arrive.

• Premium Country Pubs – Table-scaping workshop: This involved festive layering for tables, textures, and props. Creators all took a goody bag home, to give their own spaces a touch of festive magic.

Two people proudly show off the results of a wreath-making class at one of the Christmas influencer events.

• Vintage Inns – Wreath-making workshop: Tapping into their countryside charm, content creators were shown how to make a Christmas wreath – which they were able to keep!

Two people laugh heartily on a sofa in front of a large, decorated Christmas tree.

Let’s see how the content creators enjoyed the occasion:

“Thank you for such a lovely event. Amongst ourselves as creators we were discussing how well organised it was and that we were well taken care of and looked after! I had a gorgeous evening with my mom, and I know she had a special night too.

The food was divine, and I can’t wait to start editing the reel! I have already posted the story roundup and popped the link up too.” - Josies Plate

“Thank you again for the invite! We absolutely loved it; the event was fantastic and honestly the best event I’ve been to.” - Infoodluencer

Think an influencer-led campaign might be the next step for your brand? Collaborate with Brew.

From end-to-end management and campaign ideas to best practices and legal considerations for influencer campaigns, we’ve built up a team with expertise across the board.

A Miller and Carter chef leans across a festive dinner table offering tasters of steak to influencers.
cG9zdDo2MjI5
cG9zdDo2MjMx
cG9zdDo2MjMz
Content creators record festive drinks content on a smartphone in front of a luxury Christmas tree.

What our clients say

Amelia Berry
Amelia Berry
Mitchells & Butlers

Working with the Brew team on our festive influencer events across Miller & Carter, Vintage Inns and Premium Country Pubs was a really rewarding experience. These events marked a new way of working for our brands, bringing influencers and content creators together in a more immersive, experience-led format ahead of our festive menus going live.

The events themselves ran seamlessly, the content captured and shared was of a great standard, and the process gave us valuable learnings that we’ll take forward into future activity. I’m really looking forward to reviewing the results to showcase the wider impact these events have had for each brand.

Got a project in mind? Let's brew together.

Get in touch