This year, Coca‑Cola Great Britain has unveiled Counter Cultures, a new integrated campaign celebrating the family-run pubs, cafés and takeaways that sit at the heart of communities across the UK.

Building on last year’s The Bosses campaign, which highlighted the role of independent corner shops in their local communities, Counter Cultures spotlights the hospitality businesses where Coca‑Cola is served every day - and the families behind them.

Family-run cafés, pubs and takeaways have long been at the heart of local communities. They are places where people come together to catch up with friends, celebrate milestones and enjoy everyday moments, often with generations of the same family behind the counter.

The campaign launches as new research reveals that after decades of young workers flocking to London and other major cities to start careers, Gen Z might be putting an end to the “brain drain” and looking for work closer to home.

The survey found that almost half (47%) of Gen Z are looking to stay in their local communities after education, with proximity to family (44%) and a more affordable cost of living (27%) among the factors influencing their decisions.

At the centre of the campaign is a hero film connecting Coca‑Cola’s Wakefield manufacturing site with local businesses in nearby local communities, tracing the journey from production to the community counters where the brand is enjoyed. The film follows Coca‑Cola employees Lewis Baker and father Mark, weaving their story together with three local family-run businesses:

• Ocean Fish Bar, run by Pindy and Bill Singh
• The Old Red Lion, owned by David and Lindsey Sargant
• Bennett’s Bites run by Chantell and James Bennett

Together, their stories speak to the generations of families who have helped make, distribute and serve Coca‑Cola, while also connecting and supporting their local communities.

From welcoming pubs and neighbourhood cafés to family-run takeaways and our own manufacturing site, each story celebrates the people creating everyday moments of connection.

As part of Counter Cultures, each participating business will nominate a local cause to receive a five-figure donation, reinforcing our ongoing commitment to supporting local businesses and the communities they serve.

Coca‑Cola Great Britain produces 97% of the drinks it sells domestically and supports thousands of jobs across its supply chain, underlining its long-standing investment in local communities.

Meet the families behind Counter Cultures and see how they continue to bring their communities together: