The Ask:
As the weather grows warmer and the evening longer, there is nothing more refreshing than an ice-cold gin and tonic! SuperValu wanted to celebrate World Gin Day on Saturday 8th June, 2019 by introducing five exciting new gin suppliers to its stores around the country. The new suppliers were being introduced at the same time as a gin sale was being launched in store and online. FH were tasked with driving awareness of the new additions to SuperValu’s extensive gin range, as well as driving footfall in store to avail of the fantastic offers.
The Response:
Harnessing the lure of the longer, warmer evenings, we decided to showcase the exciting line up of new gin suppliers at an exclusive media and influencer event. We took over the rooftop terrace at Opium, Wexford Street, Dublin 2 to create a SuperValu Gin Garden. The gin garden was brought to life with plenty of greenery, and floral displays that incorporated the new selection of gins. Celebrity chef Kevin Dundon was on hand to keep guests fed with SuperValu’s finest BBQ selection. A saxophone player provided the tunes while guests perused the six delicious gins on offer.
The event ensured our messaging was well communicated on social media, and to ensure we were driving traditional coverage, we sent out samples of the gins to key media and influencers to ensure we reached a wide and varied audience.
The Results:
The campaign was a success, bringing key media and influencers together to speak with the new gin suppliers and learn all about their products, get guests excited about SuperValu’s new offerings, as well as communicating messaging about the gin sale through their own channels. The campaign reached over 1.6 million people across print, online and social media.
