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Grant's Garden after Hours

Task

Build engagement with Grant’s Whisky consumers and communicate the global strap line ‘Discover a Different Angle’.


Approach

Research revealed that Grant’s consumers are independent thinkers whom over-index on time spent in the garden. With the help of celebrity gardener, Chris Beardshaw, we created an inspiring set of blueprints to create a night time garden full of scents and atmospheric lighting in which to relax with a dram. A micro-site featured a user photo gallery, blog and seasonal serve suggestions. Media relations focused on Grant’s blueprint placements, media interviews, serve suggestions and promotions. The Grant’s logo in topiary form provided a strong branded visual. Interactive Night Garden-themed sampling at garden centres and shows nationwide created stand out for the brand in a gardening environment.


Impact

The initiative achieved over 430 pieces of coverage including 25 key print nationals reaching over 88 million people and 3.5 opportunities to see per target consumer. Over 27,500 samples were distributed and 30,000 visits made to the website (711% YOY increase). The campaign took Grant’s up to podium position in the UK.