Food is GREAT
The Great British Gin Garden
UK Government’s Department for the Environment, Food & Rural Affairs, UK Government’s Department for International Trade
Background and Challenge
The GREAT Britain campaign is the UK government’s international marketing campaign which aims to showcase the very best of the whole of the UK in order to encourage the world to visit, study and do business in the UK.
Part of the GREAT Britain campaign, Food is GREAT (FiG) is an initiative by the Department for Environment, Food & Rural Affairs (Defra) and the Department for International Trade (DIT) to showcase UK food and drink around the world and support businesses to export.
The FiG team in London noted that although gin is not currently widely known in China, the global trend for craft and premium gins provided an opportunity to raise the profile of British gins in China. The FiG team approached Brandigo China to not only raise the profile of British craft and small-batch gin brands, but also the wider FiG brand and the UK food offer, to the China F&B trade.
What we did
Brandigo China came up with the concept of The Great British Gin Garden, a series of brand activations across multiple venues in Shanghai and Beijing that allowed for hotel and restaurant managers, press and influencers to get hands-on with British craft gins, all supported by a creative social media campaign and supported by China’s most influential trade association.
Inspired by the popular British novel and promoted through trade and consumer media as well as a KOL campaign, The Great British Gin Garden invited guests into a world of heritage and innovation, fueled by unique botanicals and special gins that they used to create their own stylish, modern drinks. Each activation featured British gin master-classes, a mixology contest for professional bartenders judged by F&B celebrities, an experiential area, and live streams that reached millions of Chinese trade and consumers.
Inspired by the popular British novel and promoted through trade and consumer media as well as a KOL campaign, The Great British Gin Garden invited guests into a world of heritage and innovation, fueled by unique botanicals and special gins that they used to create their own stylish, modern drinks.
12 million impressions
300 media placements
500 F&B professionals onsite
- 20 premium British gin brands given access to Chinese buyers, trade media, KOLs and social channels
- Over 500 F&B professionals onsite across all the events
- Over 300 media placements
- 15 KOL co-creations
- Over 12 million media impressions
- Recipient of two international marketing awards