Campaign: Hicks & Healey Cornish Whiskey
Client: Healey's Cornish Cyder Farm and St Austell Brewery
PR team: Wild Card
Timescale: September 2011
- To launch the first Cornish whiskey as a premium, hand-crafted brand to rival Scotland's best
- To raise awareness of the expertise of the two Cornish businesses involved
- To increase visitor numbers and onsite sales at the farm and brewery.
STRATEGY AND PLAN
Wild Card brought in whiskey aficionado Jim Murray to provide tasting notes and endorsement for the brand. The team sent miniature bottles to consumer and trade journalists. An eBay auction of the first bottle raised £2,050 for Cornish charities, which led to additional local coverage.
MEASUREMENT AND EVALUATION
There were 65 pieces of coverage, including eight broadcast hits and five in-depth features, in one month. Prominent consumer coverage of the whiskey and its producers included The Times and BBC Radio 2.
The campaign helped double visitor shop sales at the cyder farm and brewery. All 318 bottles - priced at £150 each - sold out in three days.