Highland Park: Marketing Society Star Awards 2013 Category: 3.8- Communications, Sponsorship Title: Highland Park creates new recipe for growth in a Gourmet World Author: Scott Dickson
Setting the scene - Highland Park increases drinker numbers and distribution in targeted sectors Sharing core values, Highland Park and Slow Food have a common consumer who is passionate about what they drink and eat. Highland Park has achieved strong results based on targeting this consumer with engaging activity that stimulated strong PR and experiential sampling. Target Audience Andrew is ABC1 and 45. In his spare time he enjoys climbing and walking, socialising with friends, appreciates a single malt whisky, good food and dining out. Like most epicureans he wants to be at the forefront of new foodie movements. Key Brand Statistics, Facts and Results from the Sponsorship Drinker numbers have increased, by 58,000to 564,000 drinkers. Highland Park is now the 8 th largest malt brand in the UK-TGI 2012 Q4 (July 2011 June 2012). Overall volume has increased across Food Led, Hotel and Restaurant outlets, with an average of 26% increase in volume. Overall distribution has also increased across Food Led, Hotel and Restaurant Outlets, with an average of 19.1% increase in distribution to date (CGA). At experiential sampling events we collected data from 527 consumers with 451 requesting to receive more information about Highland Park.
The PR Ingredients The PR campaign around the sponsorship was delivered via engaging events, media relations and supported with paid for advertorials and competitions from May 2011 to date. Activity included: Launch & Regional Lunches Highland Park hosted the launch of the SFUK Chef Alliance in May 2011 at Corrigan s Mayfair Four additional regional launch lunches were rolled out across the UK, communicating to chefs and media to maximise exposure 66chefs and 14media attended all five events in total, receiving in depth tastings and educated about pairing with the brand All were gifted samples and media collateral to help educate and drive awareness regarding Highland Park s core values and the sponsorship Over 80of the UK s top chefs are now members of the UK Chef Alliance Slow Food Orkney Demonstrating a commitment to the movement, Highland Park supported the launch of the first Slow Food group on Orkney Over 30 local producers attended the launch event Living Orkney and STV attended and BBC Radio Orkney carried out a pre record interview
The PR Ingredients Continued... SFUK Week 18-24 July 2012 A calendar of activity, reviews, competitions and sixdinners were coordinated at high end restaurants around the UK, which included whisky tastings and Highland Park featured on the menu Gelupoice cream parlour in London created a Highland Park flavoured ice cream inspired and sold for the Slow Food UK Week The World s 50 Best Restaurants 2012 (in association with Restaurant magazine) The Slow Food UK Restaurant of the Year Award sponsored by Highland Park provided strong PR and social media material pre and post awards, targeting key influencers in the restaurant market. This resulted in: 19 pieces of national coverage (reach: over 2 million) 50 Best reaching over 50k likes on Facebook 50 Best trending on Twitter on the night of the awards Celebrity mixologistwayne Collins sampled over 200 attendees, showcasing the brand via the inspiring Old Fashioned cocktail and neat serves alongside a special Highland Park canapé Highland Park merchandise and educational collateral was gifted to attendees and Academy Chairs to develop their knowledge and understanding of the brand and its natural link to food Highland Park sponsored the Chef lunch at Zumafollowing the awards sampling 100 chefs from around the world Advertorials Four advertorials were placed in key national food and daily titles including Host, Observer Food Monthly, FOUR Magazine and The Independent. Reaching 381, 996 food lovers and communicating key messages of Highland Park s partnership with the SFUK Chef Alliance
Coverage snapshot Over 100 pieces of coverage Total print reach: 6,378,432 Total online reach: 1,015,398 ROI: 5:1 (note: ROI is based on media coverage - excluding advertorial reach)
Experiential Consumer Sampling Highland Park selected a number of regional consumer foodie events / shows to showcase the brand partnership and educate, engage and encourage trial in the epicurean environment. Results included: Over 17,050people sampled Highland Park at Three Counties, The Great Yorkshire Show and Taste of Christmas (sample target set 20,000 creating 5k most often) Highland Park s Inner Circle, tasting rooms and marketing collateral, featuring chef pairing suggestions, allowed consumers to learn more about Highland Park and the SFUK Chef Alliance Supported by PR and online activity including regional competitions (receiving over 300 entries each) to help drive footfall and trial 100%of attendees rated the Inner Circle Talks and whisky tastings very highly, views below: A genuine product with a very interesting history. Highland Park really grabbed my attention! I came not liking whisky, but the Highland Park experience changed my mind. What a brilliant idea! Normally you just get a sample, but these talks really help you understand how much work goes into making whisky Catherine Gazzoli, Chief Executive of Slow Food UK With shared values to SFUK, our partnership with Highland Park has bolstered the work we have been able to achieve through the Chef Alliance. It has been a fantastic relationship which has allowed us to engage with some of the UK s top chefs and educate them about our core principles. As well as highlighting the wonderful local produce which Britain boasts, the Chef Alliance has also showcased Highland Park to a new audience. With more than 80 chefs now on board we hope we can keep this momentum and strengthen the Chef Alliance going forward.