THE OBJECTIVE
Own the British picnic to drive talkability for The Uncommon.
Tasked with building greater brand awareness and consideration of The Uncommon during the summer months, we needed to tap into our target audience’s new social MO.
THE INSIGHT
With travel still hampered by COVID-19 restrictions, Londoners would make the city’s parks their new social playgrounds.
OUR JOB
To build awareness and consideration through a disruptive execution that gets product into hands, drives brand affinity and of course is super ‘grammable too.
STIRRING EMOTION
Invite everyone in to discover what makes being uncommon such a joy.
THE STIR WAY
Dial-a-Picnic with The Uncommon.
Bringing the brand’s ‘quintessential with quirk’ personality to life, we wanted to entertain and treat our target audience. We partnered with Grape & Fig to produce uncommon picnics, which consumers could win using WhatsApp. Cue a brass band, iconic lawn games, an epic spread, and canned wine aplenty.
Impact and implications
Output
26.4M
total reach across social and editorial coverage.
Outtake
50+
pieces of user generated coverage.
Outcome
600
entries to the competition from consumers.
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