Against the backdrop of complete lockdown in the UK, as the nation were increasingly seeking creative ways to enjoy food, drink and socialising at home, our Find Your Flavour campaign for bottlegreen was designed to inspire, educate and entertain, delivering captivating content to add more flavour and some ‘sip-rise’ and delight to those in-home drinking occasions.
Partnering with leading drinks expert and Sunday Brunch guest presenter, Pritesh Mody, we designed and created the bottlegreen flavour wheel; a visual asset set to inspire and educate customers, trade and consumer media as well as stylish bespoke recipes and serves showcasing the versatility of the bottlegreen range and generating visually stunning content and engaging campaign assets.
Proactively utilising the increasing ‘locktails’ trend and topicality of World Cocktail Day, the campaign kicked off with a showstopping five minute product placement feature on Channel 4’s most popular food and drink show, Sunday Brunch, and a further 15 pieces of gold-tier media coverage across the likes of Express Online, Woman & Home, Platinum as well as a double page spread in HELLO! Magazine, delivering +375% against the KPI and a readership reach of over 85million. In addition, the team supported with dedicated outreach to Irish specific titles including Food and Drink IE and Irish Tatler Online to support commercial distribution.
We also tapped into the current trend for virtual drinks parties by inviting select gold-tier media and influencers to join us for an interactive virtual mixology masterclass, hosted by Pritesh Mody. Each attendee, from the likes of The Sun, Fabulous, Woman & Home and Good to Know, received a highly ‘grammable hamper in advance, brimming with all the ingredients, equipment, recipes cards and product they needed. Enabling them to taste key flavour trends firsthand and ‘mix along’ in real-time alongside Pritesh, we delivered an engaging and intimate event that drove advocacy and awareness, including over 40 pieces of social throughout.
Driving further captivating content across relevant influencer channels, we challenged our tribe of content creators to find their own flavour using the bottlegreen flavour wheel, combining unique alcohol pairings and flavour combinations, as well as utilising cupboard and fridge staples to create a cocktail or mocktail that was truly personal to them. Highlighting the versatility of the bottlegreen cordial range through easily digestible, inspirational, and aspirational content, the activity delivered an average post engagement rate of 14% (vs industry average of 3%) and over indexed the content KPI by +50%.
Lastly, our always-on approach saw us using real-time social listening to ‘sip-rise’ and delight on-brand influencers. Tapping into their me-time moments by sharing a bespoke, branded mailer to amplify their personal occasions with one of our bottlegreen summer serves, we delivered social media cut-through and a wealth of inspiring authentic advocacy, bringing the ‘sip back and relax’ platform and messaging to life.
The integrated campaign over delivered across every activation, generating a total reach of over 84million and a campaign cost per thousand of just £0.53 (against industry average of £6), propelling bottlegreen into the consumer spotlight and driving brand affinity and consideration within a seasonally and culturally relevant landscape.
