Boozers were forced to call last orders in January as a fresh wave of Covid-19 swept the nation, but now people are braving the elements to get their chops around a long overdue pint.
And it seems Tesco has done an impeccable job of gauging the occasion, taking the opportunity to encourage people to head back down to their local.
Unlike the hospitality sector, supermarkets have not been negatively impacted by lockdown restrictions; in fact, the majority have had more custom than ever, with people unable to eat out.
As such, Tesco has done the decent thing and used its advertising spend to promote pubs instead of its own deals - after all, every little helps.
The advert - which has been shared in newspapers, on billboards and social media - reads: "Pop to your local if you can.
"Pubs have had it tough this year, that's why, for once, instead of telling you about our fantastic deals, we're using this space to ask you to support them instead (as long as you feel safe to do so).
"Because right now, every little helps."
Pubs have had it tough this year. So, as good as our deals are, this week we'd rather you support your local pub (as long as you feel safe to do so). Because right now, #EveryLittleHelps.- Tesco (@Tesco) April 12, 2021
Excludes Scotland, NI and Wales.https://t.co/qfn6UJcsvP for the facts 18+ pic.twitter.com/VdMUBDXn9a
And it seems the ad campaign could benefit Tesco as well as pubs, 'cause it's gone down as nicely as a fresh pint of pilsner.
You can get a taster of the response here:
:heart: this @Tesco #advert telling shoppers to support their local pub. I can't wait to sit in a pub beer garden. #lockdown #openforbusiness #Marketing #april12th #community pic.twitter.com/jf9ODVSzLu- Maria Sanders (@MariaSanders3) April 12, 2021
A Tesco spokesperson told LADbible: "Today is a huge day as many pubs re-open after an incredibly difficult year.
"To support, we're using our ad spend to encourage the nation to give Tesco a miss in favour of a visit to the pub. We urge our customers to head to their local for a drink or a bite to eat with friends and family if they can."
When supermarket chains are trying to convince you to go to the pub, what chance do you have? TIME FOR A PINT.