The Great UK Gin Garden

UK Department for International Trade


Promoting Great Britain’s gins to Chinese consumers

Winner of a Transform Award

Challenge  

After a successful campaign in support of the Food is GREAT initiative in China, Brandigo was engaged to promote UK gin via a series of of multi-channel brand experiences.

Actions

Brandigo created a series of unique events in Beijing and Shanghai, sharing the theme of the British Gin Garden. Each event included an ‘experiential’ area that allowed guests - influencers, journalists and trade professionals - to create their own bespoke Gin drink, with plenty of opportunities to share their videos and photos with the lavish British gin garden as a backdrop.  


The activations promoted British gin and the key messages of premium, heritage, innovation and quality. The aim was to give senior F&B professionals and media/influencers the opportunity to gets ‘hands on’ with leading British gins. Brandigo created media/influencer buzz tied to the latest global trend for British gin in a way that resonated with the target demographics within the China market.

Results

Brandigo supported the UK Government’s presence at SIAL, the major F&B trade show in China, with the grand finale of a mixology competition, attended by media, KOL and industry experts, all leading to millions of impressions as well as trade enquiries. Brandigo worked to source gin partners, supporting product partners and media partners for the event. All backed up with a digital and traditional PR campaign that engaged journalists, professionals, as well as China influencers.


In November, 2021, the Global GREAT initiative was updated and relaunched. UK DIT once again turned to Brandigo to run the first new GREAT campaign anywhere in the world targeting the China F&B market.

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