Challenge

Raise the profile of Magners and Orchard Pig within mainstream consumer media, without any new product development to leverage.

Solution

Tapping into TikTok trends and seasonal moments gave us the right angles to gain column inches for these household names. With Magners a noughties favourite, we tapped into Gen Z’s love for the 2000s and created news around Brit’s favourite comebacks. For Orchard Pig, with food a big focus in the brief, it was the viral social trend of 'picky tea' that inspired our campaign and created a media moment. The stories gave each brand an authentic and relevant voice to set them apart from competitors.

Execution

Our highly creative and targeted press office approach has upped the ‘talkability’ of brands that had nothing ‘new’ to say - resulting in strong coverage across national, regional and consumer media.