BUILDING SCOTLAND'S LEADING CRAFT LAGER
Successful craft brewer, Innis & Gunn, wanted to support their lager offering and own their Edinburgh heartland by developing deeper on-trade relationships and truly connecting with Edinburgh drinkers.
To truly make Innis & Gunn a fabric brand of Edinburgh, we needed to intertwine the brand with its stories, places, pubs, weather and general banter.
Amidst the wallpaper effect of generic point of sale (and often never seeing the light of day…), we worked with key accounts to develop highly bespoke and relevant materials, taking each bar’s own USPs and adding an Innis & Gunn twist through clever copy lines. We created materials that bars actually wanted – from bespoke banners to blinds, branded furniture to parasols – celebrating ‘Sun’s Out, Gunn’s Out’ during the fleeting Scottish summer…
And when the darker months came, we helped spread the #Innisandsunshine amongst Edinburgh drinkers and businesses through sampling – with random acts of sunshine helping to raise their spirits (and raise a pint).
The activation is helping to strengthen Innis & Gunn’s position as the leading craft lager in Scotland, with 40% volume growth in the on-trade.