A week ahead of the FA Cup Quarter Final between Lincoln City and Arsenal, 3 Monkeys Zeno asked if we could recreate Lincoln’s beloved Lincoln Imp Pub in North London for Budweiser.

The aim was to give the travelling fans a familiar place to enjoy a pre-match drink of the King of Beers before heading into the Emirates Stadium on matchday.

Additionally we needed to dress the pub for a pre-publicity photoshoot with the Lincoln Imp’s landlady, regulars and football legend Graeme Le Saux.

What we did

We safely removed and transported the iconic statue from its home in Lincoln, to our London location. There we built a replica plinth for it to sit on as well as replica signs to hang on the exterior.

We dressed the interior with Lincoln City colours and authentic memorabilia brought from the original bar making it familiar to the regulars.

All of this was done within 3 working days. We organised site visits at both locations, safely removed and delivered the statue and memorabilia, all production of replicas and a complete make-over of the pub.


15 pieces of coverage including Evening Standard, Daily Mirror and The Daily Star

More than 600 visitors to the pub on the matchday, with more than 2000 bottles of re-branded Budweiser served

3 pieces of Broadcast Coverage including Sky News, ITV and TalkSPORT

The campaign made a total of 65 million impressions

£0.68 total CPM

day turnaround