Punters at three pubs in Cumbria are being encouraged to tell staff a joke to get a discount off their bill.
The 'Make us Laugh' campaign was launched on January 2 at The Sun in Ulverston, The Commodore in Grange and the Black Cock in Broughton as part of a bid to banish the January blues.
Anyone who calls in for a bite to eat and shares a side-splitter with staff will have 25 per cent taken off their food bill.
Kirsty Mackenzie is the managing director of Lakeland Inns which runs the three pubs. She said: "January can definitely be a month where heads drop as the feel good factor of Christmas is replaced by the reality of how much it cost.
"People tend to batten down the hatches and stay at home when the best thing for them to do could well be to get themselves out and about and enjoying a drink and bite to eat.
"We've decided to do our bit to keep smiles on people's faces through January by having a bit of fun and also offering a hefty discount on our usual prices."
Lakeland Inns is a family business run by husband and wife team Scott and Kirsty. The couple also own Stringers Brewery.
The Make us laugh promotion runs until January 31. Discounts will only be applied if the joke is cracked before the orders are taken.
Kirsty's Top Five Jokes
1 - I asked my daughter if she'd seen my newspaper. She told me that newspapers are old school. She said that people use tablets nowadays and handed me her iPad. The fly didn't stand a chance.
2 - Everybody knows 40 is the new 30. But the police officer giving me a speeding ticket couldn't be persuaded.
3 - Do you want to hear a joke backwards? Yes...Very good, start laughing.
4 - What did one candle say to the other? I'll be going out tonight.
5 - What is hairy, brown, and goes up and down? A kiwi in a lift.