We wanted to build on a successful summer campaign and boost Christmas sales. The festive period is a key time for spirits, but it’s also competitive and we needed to stand out. Fortunately, the Lugger Rum story is a little different, making it a more original Christmas gift. We drew on its origins as a premium, handcrafted spiced rum, to position it as a more remarkable Christmas spirit. We drove salience by geo-targeting our potential customers and directing them to Waitrose stores that sold Lugger Rum, with a quirky campaign of social ads, press ads and digital display banners.

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Our activity generated a 0.84% CTR and over 2m impressions through geo-fencing potential customers and directing them into store. We saw an uplift in sales of Lugger Rum throughout the campaign, especially in the two weeks before Christmas. We won PR coverage in Aspect County and delivered Spicy Lugger Ingredients to journalists to drive trial and talkability.


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