Beavertown & CALM’s latest campaign encourages us to open up over a packet of crisps

By on Thursday, April 11, 2024

A pint of beer and a packet of crisps is a partnership that is about as classic as it gets. Now, Beavertown brewery has launched a campaign alongside mental health charity Campaign Against Living Miserably (CALM) to encourage the public to open up over their favourite salty snack.

Beavertown has created a packet of delicious Cheese & Jalapeno crisps that is designed with a twist – the packet has a series of conversation starters that have been created by CALM to try and encourage friends to open up to one another.

According to Beavertown’s research, over half of UK adults have pretended to be ‘okay’ to avoid talking about their own mental health, with 46% of 18-44 year olds saying that they would have no idea how to strike up a conversation with a friend about their mental wellbeing.

The campaign has seen the beloved beer brand partner with actor and comedian Tom Davis, who has openly documented his own struggles with mental health.

Tom Davis said “We often shy away from getting deep and opening up with our loved ones about what’s going on in our lives, masking it with comedy – something I’ve done many times. These crisps give you that natural invitation to start sharing in a laid-back way, right there at the pub – which is the perfect place to do so if you ask me.”

Tom Rainsford, managing director of Beavertown Brewery, which will be offering the free crisp packets in more than 260 UK pubs and venues during April, said: “Pubs are a place where we can come together with our mates to catch-up and chat – but that doesn’t mean we always feel able to be honest about how we really feel…We hope our crisps will give people an opportunity to have a more honest and open chat with their friends.”

See the full list of participating pubs here, and find CALM’s website here.

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