In this paper, we present a heuristic for the non‐unicost set covering problem using local branching. Local branching eliminates the need to define a problem specific search neighbourhood for any particular (zero‐one) optimisation problem. It does this by incorporating a generalised Hamming distance neighbourhood into the problem, and this leads naturally to an appropriate neighbourhood search procedure. We apply our approach to the non‐unicost set covering problem. Computational results are presented for 65 test problems that have been widely considered in the literature. Our results indicate that our heuristic is better than six of the eight other heuristics we examined, slightly worse than that of one heuristic, but that there is a single heuristic that outperforms all others. We believe that the work described here illustrates that the potential for using local branching, operating as a stand‐alone matheuristic, has not been fully exploited in the literature.