A Beautifully Honest Christmas.
Christmas 2022 was one full of challenges and uncertainty for people across the country as the cost-of-living-crisis began to bite.
Whilst Adnams consumers still intended to spend at Christmas, every indicator suggested that the glitz and glamour of holidays past would be replaced with a more modest focus on quality, provenance and ethicality.
We had recently embarked on a creative journey with Adnams, shifting the brand world away from a focus on a more competed over ‘coast’, to a broader celebration of the uniquely ownable ‘Southwold’, the Suffolk seaside town from which they hail.
Because these days we’re all searching for a little piece of Southwold: a place of space, nature and escapism; of comfort, nostalgia and community. A place of simple quality and accessible premium – filled with history, provenance, memories and moments.
A place we defined with two simple words – ‘Beauty and Honesty’.
Two words that couldn’t have been more in-keeping with the task ahead at Christmas.
So collaborating with the extraordinary David Boni we set out to celebrate what matters most at Christmas: the simple magic that people make for themselves, whatever the circumstances. And to remind people that, if they’re looking for local quality to grace their tables, then look no further than Adnams.
The work was seen in OOH formats in proximity to supermarkets in the region, brought to life on local radio and used in an integrated digital plan – as well as across the Adnams retail estate.
And it resonated.
Brand tracking saw audiences exposed to the campaign demonstrate a 110% increase in consideration and a 159% increase in claimed consumption, as well as leaps across our key brand image statements, including ‘Worth Paying More For’.
To learn more about Adnams, book a stay or tour, or simply order something good to drink, head to adnams.co.uk
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