Most hospitality brands are sitting on content goldmines. Decades of untold stories of history.
Real people, real places and real stories that inspire and show the legacy behind the household name.
And yet, some businesses choose not to. They allow the *potentially* disgruntled customers of old, the people who judge the name based on isolated incidents, and the opinions of others dictate their story.
Wells & Co. were no different. Founded in 1876. A pub estate full of character. Opportunities to work in France. A business full of people that would be happy to sit anyone down and tell you precisely what was so great about it.
So, we did what we do. We changed it.
How we got going:
We started inside. Focus grouping pub partners. We met people. Proper convo. Not surface-level surveying. And what we uncovered was simple.
There were hundreds of stories. Some of them were bloody belters.
But nobody was telling them.
So we built them a content platform around the truth. What it feels like to run a Wells & Co. pub in 2026. Why the history of this proud business matters. What the relationship is with the state of-the-art, flagship, Brewpoint.
The autonomy, the freedom and the support to deliver from absolute experts. But the ability to make something your own.
We filmed the partners in the pubs. We travelled across the UK. Then to France. We captured the scale of the estate. The brewing heritage in Bedford. The culture of the business. The people and the reality of what it was like to work with Wells & Co.
How to do it the GGDG way:
- Start inside the business. The best stories are already there
- Turn heritage into something relevant, not nostalgic
- Show the reality of the role, not the recruitment version
- Use real people, in real places, telling real stories
- Build a content engine, not a one-off campaign
