Today marks the re-opening of U.K. pubs (for outdoor drinking and eating only) after more than four months of lockdown closure. And Tesco is encouraging people to go there, rather than its own stores.

The country's biggest grocery chain is running full page ads in national newspapers, plus digital billboards and social media ads telling people to "Pop to your local, if you can."  It also tweeted a short video, seen here, and posted: "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."  The campaign is via BBH London.

“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," said a Tesco spokesperson in a statement. "We urge our customers to head to their local for a drink or a bite to eat with friends and family if they can."  

Supermarkets, as one of the few "essential" retailers open during the restrictions, have seen sales soar in the past few months, and Tesco's gesture has been largely welcomed on social media. The retailer reported a record Christmas period, and is set to announce its full-year results this week on April 14. 

The campaign is one of several we've seen where large, successful brands have offered to help out others affected by the pandemic; Burger King, for instance, has encouraged people to order from rival restaurants in France and the U.K., even lending out its Instagram account, while several beer brands including Heineken have reached out to offer help to pubs and bars.