KATIE MCDUFF
HEAD OF MARKETING
01
PROGRAM IDEATION + INSIGHTS STRATEGY
Backed by category and consumer insights, Ginuary focused on elevating the gin category during the month of January, where consumers typically engage less with alcohol. This program was a full 360 campaign and included insights, ideation, creative and beverage support along with a digital social strategy and consumer sweepstakes.
HIGHLIGHTS:
800+ Activated Retail Displays, +90% 9L Case Increase
02
DIGITAL SWEEPSTAKES
To increase consumer engagement, this program activated a digital sweepstakes that provided consumers with chance to win curated cocktail kits from Cocktail Courier. We also partnered with Cocktail Courier to offer The Botanist Gin cocktail packages. The 30-day limited time sweepstakes received over 2K entries.
03
BEVERAGE DEVELOPMENT
To support both on and off premise initiatives, our beverage team crafted expertly tailored cocktails that were approachable for both the account and consumer. The recipes were photographed and included on all POS while being offered to accounts for custom menu placements.
04
POS DEVELOPMENT
POS was developed for both on and off premise channels to support the program and grow trial and sales.
With over 800 displays placed in market, we saw sales grow over +90% (9L Cases) during a 60-day program.
© 2024 by Kaitlin McDuff | kaitlinmcduff.com