Solution
To differentiate Whitley Neill from other premium gin brands in the growing category, we developed a campaign strategy around their distinct flavours and world-class ingredients, global spirit awards and international acclaim.
We implemented an omnipresent, content-led campaign designed to inspire trial of the product.
Strategy
Our main driver was a six-page Insider’s Guide in the annual Foodism Drinks Issue. This completely bespoke feature educated readers on the core components of the brand: the product, distillery, ingredients and cocktails. We also produced a custom map which showcased their core SKUs and the locations where their world-class ingredients are sourced from.
The guide was reformatted and published digitally and supported by exclusive display ads, editorial content and traditional media across both Foodism and Escapism.
Timing was key, as we ensured that the brand had the largest visibility across our platforms during the most important sales months of their fiscal year.
Results
Our campaign surpassed 2.3 million impressions by having consistent visibility on all Foodism and Escapism platforms across 2021. We strategically scheduled over 10 print integrations, alongside bi-monthly digital integrations, to continuously keep the brand top of mind with consumers across multiple touchpoints.