Creative agency Pablo, has launched the first communications campaign for Warner Edwards gin. The gin category in the UK is on fire: category growth was plus 28% YoY in 2017; there are now 55 million bottles of gin sold in the UK every year, worth £1.5bn. And growth in the first half of 2018 is being reported at over 20%, so it’s showing no signs of slowdown.
With over 233 registered gin producers in the UK, and the number of distilleries in the UK doubling in the past six years, the challenge for any brand is to carve out a distinctive space in people’s minds. This is especially important in the peak sales period in the run-up to Christmas.
Pablo has helped Warner Edwards take a clear position as the ‘farm-grown gin’ – a world away from all the other city slicker gins out there.
Warner Edwards is run by husband and wife team, Tom & Tina Warner – ‘the gin farmers’ – who put their heart and soul into their product, treating it with as much love and care as if it was one of their prized fruits or vegetables. They make their premium gin in the authentic way, with farm-grown natural ingredients, on Falls Farm in Northamptonshire. They are people who give their all for their product, whilst showing a deep love and respect for the land.
The first chapter of the ‘farm-grown gin’ campaign is for its best-selling product, Rhubarb Gin – perfect for Christmas. The campaign consists of posters around key cities; an online film featuring a bemused hedgehog; and our very own tractor-driven poster – the Warner Edwards equivalent to the Coca-Cola lorry – a media first.
Tom Warner said of the campaign: “We began on my family farm with the things that matter most, and a dream to save the world from mediocre gin. We ended up stripping the industry back to its roots: we became gin farmers, driven by passion and innovation. Our ‘farm-grown gin’ campaign brings this to life, giving our epic fans a glimpse of the natural beauty at Falls Farm.”
Source: Little Black Book