McCann Manchester is continuing to pick up awards for its creative campaigns, the most recent being the gong for Best Low Budget Campaign at the CIPR Excellence Awards 2019.
The winning campaign, Sipping on Top of the World, was created for Aber Falls with the objectives of reaching and generating brand awareness among new audiences by targeting national and regional news media, producing inspiring content to drive engagement online, and telling the brand story of ‘unleashing the spirit of North Wales’.
Aber Falls was a relatively new brand – nine months old at the time of the campaign – and so the campaign needed to generate maximum awareness on a relatively low budget. With our target audience interested in both the outdoors and the provenance trend, we thought we’d use the brand’s own backyard as the platform for making history by producing the first gin ever to be distilled at the top of Mount Snowdon. To make the story even more compelling, we picked botanicals from the mountain as we climbed. We also brought the brand to life for visitors up the mountain by bringing Bartender of The Year Alex Mills from Lab 22 to host a gin cocktail bar and enable people to enjoy sipping on top of the world.
The judging panel said, “In a competitive market, Sipping on Top of the World demonstrated creativity and ingenuity, using a unique angle to promote their product and link to social purpose.
“Against tough competition, the judges were particularly impressed by McCann Manchester’s thoughtful differentiation of their brand as distinctively Welsh, and the focused execution of the PR campaign which showed their brand in action.
“The campaign met challenging business objectives, securing commercial success from low budget investment – it had real spirit.”
Robin Wilson, Director of PR and Social Media at McCann Manchester, said, “We’re delighted to have won the Best Low Budget Campaign category. It is a fitting reward for the hard work and dedication that our team put into Sipping on Top of the World.
“Producing work for our clients that is both creative and effective no matter the size of the budget is our goal, and it is fantastic to be recognised for it.”