Chef & Brewer: Gin-ius Results

The Challenge

To give consumers new reasons to visit their local Chef & Brewer through a targeted consumer campaign.

 

The Idea

Recent years had seen a huge increase in the popularity of gin among British pub-goers, but Chef & Brewer was simply not known for its gin offering. To change all that, we announced a search for the Chef & Brewer ‘gin-ius’ and ran an interactive quiz on Facebook which revealed whether the player was gin-spirational, needed to improve their gin-eral knowledge or go back to the classroom for a gin-ternship.

 

The Results

• The campaign resulted in:
  • 103 pieces of earned coverage (312% above target)
  • 713 competition entries
  • 13,335 plays of the gin app
• This led to 15,707 unique visits to the Chef & Brewer website
• Crucially, throughout the campaign period and in the following weeks, Chef & Brewer saw a 59% increase in sales of gin

 

The Awards

• PRCA Dare Awards
  • Consumer Relations Award