JD Wetherspoon chief Tim Martin is going on a pub crawl around all 100 of the company's drinking-holes over the next month to convince punters to vote for Britain to leave the EU.
Martin is a staunch Brexit campaigner – he has signed several business-led letters calling for Brexit – and hopes to spread the word throughout pubs across Britain in a stunt that may just outshine even Boris Johnson's best PR efforts.
The pub boss has also printed 280,000 copies of a special edition Wetherspoon News magazine on the EU, and 500,000 copies of an EU magazine showcasing the arguments of key figures of the Remain and Leave camps.
On the JD Wetherspoon website, Martin has written passionately on the subject, saying:
David Cameron told us that the EU needed "fundamental reform" and many agreed. However, he achieved only token changes, but misleadingly said his renegotiations were successful. It was at this point that many open-minded people chose the 'Leave' option.
The former governor of the Bank of England, Mervyn King, recently criticised the subsequent debate about the EU for being fought "like a PR campaign".
I have always felt that the public is far more intelligent than many pollsters or politicians think and believe that we are perfectly capable of taking a more analytical and intelligent approach.