The Garden Show @ Rowlands Castle

Purity has recently completed the first year of the Grant’s Whisky, ‘Garden After Hours’ campaign having attended the Harrogate Autumn Flower Show. Working with First Drinks Brands and retained agency touch PR in Wimbledon, the brief was set to bring this new communication strategy to life through an experiential sampling campaign.

Rob Quinn of Purity Productions comments, ‘we needed to get under the skin of the Grant’s consumer from the outset and worked closely with touch PR to develop a campaign that engaged all the senses to make the experience as memorable as possible’. The Grant’s ‘Garden After Hours’ campaign was developed following some research undertaken early in 2008 that identified the leisure habits of the Grant’s consumers. Celebrity gardener, Chris Beardshaw was appointed to support the campaign and created a series of garden blueprints advising on how to make the best of different types of gardens throughout the year.

Purity’s role was in the design and production of the sampling unit which then toured a series of gardening and flower shows including Gardening Scotland, The Garden Show at Rowlands Castle and the Harrogate Autumn Flower Show. Staff were briefed to take consumers through the Garden After Hours story and offer samples of Grant’s through the introduction of interesting cocktails such as the the Grant’s Twist or the Fruit of the Glen. Consumers also had the opportunity to purchase Grant’s after sampling the product. Jason Bentley, Purity’s Event Manager throughout the campaign commented, ‘This has been a truly fantastic to work on with the level of interest in Grant’s and the association with gardening being greater than anticipated at the outset. Not only have we exceeded expectations on the sampling volumes, but importantly we have introduced the brand to a huge number of new consumers who have enjoyed drinking whisky in new ways thanks to the cocktails’.

Purity is now working with touch PR on plans for 2009 with a view to extending the campaign to new events. Tamara Keefe from touch PR said, ‘Working with Purity has really helped to bring our campaign to life. They provide a professional service on brief, offering ideas and solutions to key objectives. Purity really delivered on quality and the sampling team were well briefed and knowledgeable about the Grant’s campaign and whisky as a whole’.

To see a video of the campaign in action visit http://vimeo.com/2161517.

For more information contact Rob Quinn at rob@purityproductions.co.uk or phone +44 (0)1296 474626.

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