06 October 2014
During the key Christmas sales period for Crabbie’s Alcoholic Ginger Beer, Hatch were tasked with producing a consumer experiential and sampling PR campaign, driving trial and supporting above the line Crabbie’s Christmas activity.
Hatch created a Crabbie’s branded ‘Man Shed’, tying in with the Crabbie’s advertising, a ‘Ginger’ escape for weary male shoppers to retreat whilst being dragged around the shops by their other halves. The ‘Man Shed’ acted as an entrance to a ‘secret garden’ of men’s activities including playstation, table football, scaletrix, and of course Crabbie’s Alcoholic Ginger Beer samples.
The ‘Crabbie’s Christmas Man Shed’ toured Manchester, Newcastle, Sheffield, Kent and Glasgow, sampling Crabbie’s Alcoholic Ginger Beer along with the newer Spiced Orange and Black Reserve variants.
Strategy and Tactics
Hatch chose key shopping centres around the UK with prime footfall spots, pre-Christmas, working with each shopping centre to maximise awareness, featuring on their Twitterfeeds, website, and TVs inside the centres to drive engagement with the brand and visits to the ‘Man Shed’.
Hatch approached media in each area including broadcast and print, inviting them to come along to the ‘Man Shed’, and interview men on why they dislike Christmas shopping and the ‘Crabbie’s Christmas Man Shed’ Experience.
Hatch also approached and achieved coverage in women’s titles such as Cosmo, offering women the chance to drop their other halves off and pick them up after their shopping trip, interacting with full target market.
Hatch implemented the full tour, from the concept creation, health and safety, booking and full logistics, manning the area as well as maximising PR opportunities with the media.