We took an unknown gin and made it a 'top tipple'.
THE BRIEF
Conker Spirit is a Dorset-based gin distillery that came to us looking to boost the brand within the national media. In the past, the brand had achieved regional exposure but were now looking to be featured within national newspapers and supplements for the very first time.
THE CHALLENGE
How do we take a relatively unknown gin, in an oversaturated market and get the national press to fall in love with both the brand and the gin itself?
THE SOLUTION
The team established a 'hit list' of journalists across key national newspapers and supplements. Many food and drink writers are very well established so it often takes a lot of persistence to get a meeting with them. Luckily our team doesn’t take no for an answer!
We set up a number of targeted one to one media meetings in London which enabled us to get Conker Spirit’s Dorset Dry Gin in front of these key industry influencers. Armed with tonic and lime, we had the press try the gin first-hand, whilst we explained the Dorset heritage behind the product branding and the inspiring story which brought the company into existence. This enabled the gin to stand out from the competition and position the founder as somebody who follows his passion.
THE OUTCOME
This approach resulted in Conker Spirit being featured across an impressive 29 titles in just the first six months. A full page in the Telegraph Food & Drink section as well as The Times business section was achieved. Following this, coverage has also been achieved in Stylist Magazine, The Grocer, Exclusive Magazine, I paper, Country and Town House, S Magazine, Foodism, The Telegraph, Stella Magazine, Fabulous Magazine, Great British Food and The Mail on Sunday amongst others.
Not only did we introduce Conker Spirit to key publications but we also secured the brand as the sole gin sponsor at the Q Music Awards. Conker Spirit Dorset Dry Gin was the gin of choice on the night, Conker Spirit had its own bar in the VIP area and then sponsored the Q 'Hero' award which was issued to Meatloaf.
The on-going successful PR campaign for Conker Spirit has resulted in over 226 pieces of coverage being achieved with a total reach of over 393 million.
Thanks to the our PR efforts, the national media has well and truly been Conkered!
