Haygarth

We are a brand engagement agency who create powerful ideas that amaze and persuade.

London, United Kingdom
Founded: 1984
Staff: 120
More

Skills

Shopper Marketing
Experiential Marketing
Retail
Retail Marketing
PR and Media Management
Social & Content Strategy
Design
Brand Experiences
Brand Experience Design
Clients
Heineken
Coca-Cola
Disney
Alcon
Sony
Coty
Clarins
P&G
Allergan
Vodafone

and 9 more

Sector Experience

FMCG
FMCG, Telecomms, Technology,
Beauty & Cosmetics
Alcohol
Retail
Travel
Pharmaceutical
Less

All Access with Jack

Challenge

Last summer, Jack Daniel's came to us with a problem. Although it was still thought of as a cool brand amongst its target audience of millennial males, it wasn't necessarily their first drink of choice. This, paired with the fact that during the summer months this audience is more likely to be found reaching for a gin & tonic, meant that JD wanted us to reignite Jack's bold edge and regain cultural relevance.

Insight

With so many "WIN a holiday" promotions lining the shelves, we knew that to give Jack his edge back and stand out in store we needed to create a summer on-pack that was a little more powerful. The answer was a no brainer - what else sits at the heart of summer, can invoke nostalgia, inspire new memories, is loved by our audience and already has a genuine relationship with Jack? Music, of course.

Idea

Since Jack doesn't exactly fit with today's VIPs-only, guestlist-loving music scene (he's far too sociable), we decided to create a promotion he'd approve of - one that made music accessible to everyone. "All Access with Jack" was an integrated Tesco-exclusive campaign that gave shoppers the chance to win a variety of music prizes every hour - from tickets to our one-off Jack Presents gig to a trip to Tennessee to explore the best of Nashville's live music.

Results

93K on-pack competition entries via bespoke microsite
19% redemption rate vs industry average of 0.5% - 3%
+28% increase in unit sales in respect to last year
+24% Retail Sales Value

Tags

shopper marketing
Jack Daniel's
alcoholic drinks
Insight
On-pack Sales Promotion
experiential

Clients

Jack Daniel's
Bacardi
Bacardi Brown Forman