Case Study: The Masons Arms


The Masons Arms at Swerford is a 70 cover pub and restaurant situated on the A361 between South Newington and Chipping Norton. Situated on it’s own, The masons is owned by Chef Bill Leadbeater and his with Charmaine, with business partner Tom Aldous. Bill has an incredible CV, having worked with Gordon Ramsay and Marco Pierre White and has performed well at London’s top Hotels and restaurants.

With high volume of business over weekends, Bill was experiencing lower footfall through the weekdays, with evening trade a particular issue.

The Challenge

Clever Thinking Media was brought onboard with the remit to increase weekday trade.

The Campaign

With food second to none, a more than pleasant meal experience, a relaxed environment and professional service, Clever Thinking Media realised early on that public awareness was a real issue and a key factor in creating extra custom; if awareness could be raised, customers would only have to sample once what the Masons Arms had to offer in order to be impressed.

A Three month campaign was detailed to include press, advertising, email and in-house activities.

Public awareness increased and trade increased too, one new customer even writing to Bill to say that she had decided to try the Masons Arms with three of her friends after reading one of their adverts and had a fantastic time. The Masons Arms was also received glowing reviews from Chris Gray at the Oxford Times, Fours Shires and Choice Magazine. The Masons Arms also featured in Cotswold Life Magazine’s ‘Six of the Best’ feature, and Bill was the subject of a chef profile in Oxfordshire Life Magazine. Bill now has a food column in Four Shires Magazine.