JÄGERMEISTER

Jägermeister’s key audience had grown out of being the ‘party starter’. We needed to create a new role of Jägermeister as a premium shot to be savoured and enjoyed. Our creative platform ‘It Runs Deep’ celebrated the consumer benefit of the bonds of true friends, bought together through drinking Jägermeister, whilst highlighting the product’s depth and complexity of taste and ingredients. Creatively, we pushed the consumer to look beyond the bomb and ‘Give it a Shot’. We then highlighted the quality of the serve through the ‘Craft the Moment’ campaign using TV, outdoor, print, digital and social media as well as brand activations.

Brand Connection

  • TVC outperformed alcohol ads for enjoyment, involvement & branding
  • Tracking showed increased understanding of ‘best served ice cold’ and ‘best drunk as a neat shot’

Brand commitment

  • Moved Jägermeister out of the nightclub – huge increase in households buying
  • Second biggest spirits brand during Christmas trading

WHAT OUR CLIENTS SAY

“Working with Red Brick Road was a really positive experience. The team were really great, we enjoyed our interaction and found they delivered high quality work on time whilst being very flexible to work with. The strategic work is outstanding and revealed so much about our brand. We’re very happy with the overall outcome and excited about unlocking its potential as we move to implement the creative direction.”

Rachel Cowle, Global Marketing Director

Derwent

WHAT OUR CLIENTS SAY

“Thanks to the Red Brick Road team for all your support and being a great extension of the Hilton team.”

Kate Dixon, Director Enterprise and Hilton Honors Brand Marketing, EMEA

Hilton

WHAT OUR CLIENTS SAY

“I love our new TV commercial, I think it is a fantastic representation of our new positioning. Well done to Red Brick Road for such a great job.”

Kieran Hemsworth, Managing Director

Ginsters

WHAT OUR CLIENTS SAY

“Red Brick Road are a joy to work with. Alongside their strategic, creative and commercial expertise, they quickly got to grips with our cause and need. They took the trouble to truly understand autism, and the challenges facing children and their parents in a Covid environment. We were blown away by their proposal and its execution. The outcome is a product that means so much to families having a tough time right now, as well as raising vital funds.”

Danae Leaman-Hill, Director of Fundraising and Development

Ambitious About Autism

WHAT OUR CLIENTS SAY

“As a multi channel agency we find that they are able to provide a full range of support for our campaigns in house, making execution of activities quick and cost effective. The fact that their PR team specialise in Food and Drink means that they have excellent reach in to right areas of the  media and press, which is critical for a campaign to succeed in its objectives.”

Nicholas Marston, Chairman

British Summer Fruits

WHAT OUR CLIENTS SAY

“I’ve really been impressed with the way Red Brick Road have got to know us as a business – our goals and culture – and helped build a strong partnership.”

Steven Glass, Head of Customer Marketing

Yorkshire Building Society