Community News
Case Study: BLOOM Pick Your Own Strawberries Pop-Up
24 October 2012

When LDR LONDON was asked to build brand awareness and amplify the credentials of BLOOM London Dry Gin as a super premium gin, the agency converted an empty retail space in London's Soho into the English countryside, complete with strawberry scents and birdsong audio.

Campaign: BLOOM Pick Your Own Strawberries Pop-Up
Client: BLOOM London Dry Gin
PR Team: LDR LONDON
Timing: 11-13 July 2012
Budget: Undisclosed

Background

Based on a traditional London Dry Gin recipe, BLOOM was inspired by the classic aromas of England’s world-renowned country gardens to create a delicate and floral gin, enriched with the natural botanicals of honeysuckle, chamomile and pomelo.

The Gin and Tonic is a classic serve, but the flavour profile of BLOOM London Dry Gin creates a unique opportunity to offer a very British twist on the serve – BLOOM Gin + Tonic with Strawberries. The subtle sweetness of both the fresh strawberries and the honeysuckle notes of BLOOM provide a soft foundation that is complemented by the light citrus notes of the pomelo.

Objectives

  • Increase brand awareness through key media
  • Sample BLOOM Gin + Tonic with Strawberries amongst target audiences
  • Communicate key messages and Super-premium positioning
  • Drive interaction + engagement with target audiences on social media

Strategy and Implementation

LDR LONDON activated a piece of experiential activity in central London that would act as a marketing template and communications platform both regionally and globally, whilst showcasing the BLOOM Gin + Tonic with Strawberries serve.

BLOOM brought the English countryside to London's Soho by converting an empty retail space and turning it into an idyllic Pick Your Own strawberries setting. The location was key and needed to be easy access to a high volume of natural/target consumer footfall whilst being able to accommodate the Pick Your Own pop-up dimensions.

The LDR LONDON team spent five days on site, turning both the interior and exterior of the space into a two-storey interactive experience. The consumer journey included hostesses to greet and guide guests, a buoyant supply of fresh strawberry plants ready to be picked and plucked, an educational and engaging central bar, strawberry scents and birdsong audio throughout, picnic areas and hay barrels complete with projections of the uncomplicated charm of the British countryside.

The event was open for three days from 12 - 8pm:

Day 1: media and consumer launch Day 2: consumer and competition winner experience Day 3: event finale

As well as promoting the serve, the BLOOM Master Distiller was on hand for media interviews; competition winners were given a premium picnic experience; local marketing initiatives and partnerships with local bars meant consumers could continue their evening with BLOOM and guests were treated to a take home including a BLOOM cocktail book and flower.

Media strategy:

  • News release and media experience to listings/national/regional/online targets.
  • Local marketing initiatives to drive footfall + talkability amongst target audience.
  • Media partnership with Emerald Street to promote the event to target audience.
  • Competitions on social media + with media partner to incentivize data capture + consumer engagement.

Results

We prompted immediate word of mouth with a full size shop-front wrap unveiled two days before doors opened to the public. Facebook + Twitter emblems directed consumers for further information.

Event attendees within 24 hours: Over 1,000
Consumers reached through Facebook activity: 13,000 +
Consumers reached through Twitter: 38,000 +
Standout guest comments:
"Who needs Pimms when you have BLOOM Gin + Strawberries."
"I’m starting a petition to have this permanently here."
"This is the best experiential activity that we’ve been to in years."
"I would never have thought to have strawberries in my gin and tonic. There’s no looking back now."