Leicester-based printer GI Solutions Group printed the vouchers for the campaign, producing them on a Zirkon 24pp heatset litho web press with in-line finishing.

The voucher, which was designed to encourage people back into their local pubs post-recession, featured the name and address of the recipient, as well as a personalised message on the front, plus the name of the nearest outlet accepting the vouchers and their addresses.

GI Solutions also applied a transparent varnish with fluorescent properties to the barcode for fraud prevention.

The mailer was designed to ensure it could be finished and personalised inline to cut down on production costs, while an extra £16,000 was saved as it was compliant with the intermediate level of Royal Mail's Sustainable Mail scheme.

Brand owner Molson Coors said the campaign was in response to a decline in beer sales in general during the recession, which had resulted in the closure of 2,000 outlets in the past 12 months – around six a day.