As a viral pandemic swept across the world, Britain was placed on lockdown and with the hospitality sector’s sudden closure accounting for just under half of typical UK drinks sales, British producers faced a surplus of stock with limited purchasing channels. This spurred Jim Rankin to ask Armstrong to create a campaign which would support his brewing, distilling and winemaking customers at a time when they needed it most.
Our idea was to drive was much interest to British and Irish businesses as possible, with a social media campaign that celebrated the benefits of buying local and direct. #RaiseAGlass was a rallying call to be part of a bigger movement, encouraging consumers to discover the many different tastes and flavours right on their doorstep.
Every week, we actively helped British drinks producers, industry bodies and influencers to spread the positive message of raising a glass to local businesses. Utilising email, social media and PR, we aimed to create the #RaiseAGlass movement, which would last beyond the UK lockdown and cement an enduring pride in drinking British. To show our solidarity, a campaign of visually striking weekly messages was designed in a vintage Russian style, engaging with everyone to share, tag and post their favourite newly discovered drink.
A campaign landing page was also created in order to track and register interest. Pushed out to RANKIN customers, we encouraged them to get involved and use the dedicated imagery alongside their own products. To make the campaign user-friendly, we created social media guidelines and finally, approaching respected drinks industry trade bodies, we rolled out a PR campaign for maximum exposure.
“We have endorsed the #RaiseAGlass campaign via our social media outlets and the feedback has been very positive. The pandemic has, more than ever before, highlighted the need for local food and drink producers to coordinate their efforts to tap into the potential of our domestic markets. After months of lockdown there seems to be a tremendous demand from the public who wish to enjoy our wines in a safe and friendly environment and we are very grateful to Rankin Brothers for the proactive way in which they continue to support our industry.”
Jonathan Deeley, Partner, Godstone Vineyards
“There has been a justifiably huge dip in morale amongst the licensed trade and suppliers over these past months – the #RaiseAGlass campaign has, forgive the pun, massively raised spirits in the industry. Offering optimism and support, it’s been wonderful simply to be recognised and to know that we suppliers have been missed. Lockdown has caused such isolation on so many levels – it’s an enormous reassurance to know that others are recognising the difficulties that we’re facing and encouraging this sense of community spirit.”
Jonathan Redding, Norfolk Gin.
“We’ve really enjoyed being part of the campaign. We’ve had good engagement with the posts and more importantly we think the ethos of the campaign is really important; you caught the zeitgeist of the moment with the campaign and it still matters right now. We also think the artwork that you have provided is brilliant and is right on brand for us i.e. high quality and meaningful – especially for Instagram where the look is so important. It’s also been exceptionally easy to be involved with everything provided on a plate to us which, as we’re running a skeleton crew through the lockdown, has been really important as it means we get simple, easy, effective and attractive content really easily. Well done and thanks for doing it!”
Joff Curtoys, Sloemotion Distillery