Grey Goose Iconoclasts of Taste
Supporting new visions in food and drink.
Communications strategy, website design & build, social media management, events.
An integrated campaign that empowered consumers to support three new visions in food and drink.
Grey Goose asked us to develop an integrated plan to bring their brand story to life. As lead creative agency in the UK, we were directly responsible for all consumer messaging, design, print, digital and social media in addition to delivering a series of bespoke consumer events.
François Thibault was a true iconoclast. By crafting Grey Goose in Cognac – the home of dark spirits – using the finest French wheat, he had defied the naysayers and redefined what a vodka could be. We set out to celebrate his courage and determination by creating a new generation of tastemakers.
Iconoclasts of Taste identified and supported three unique visions that sought to change the way we experience taste. By championing a shared ideology, the project aimed to establish a deeper, more meaningful connection between Grey Goose and its audience.
An insect fine-dining restaurant
We delivered a sold out 3 night pop-up restaurant to support Ento, who aimed to introduce insects to western cuisine. In addition, we held a ‘cocktails & insect canapés’ evening at The Lucky Pig, where guests fed back on Ento’s unique vision.
Edible art and flavour science masterclasses
The project also supported Tasha Marks, an artist and food historian, and Dr Rachel Edwards Stuart, a flavour scientist, through a series of consumer events at the Hospital Club and Bread Street Kitchen respectively. In addition, each Emerging Iconoclast was championed through on-trade partnerships, advertorials, social media and PR.
Integrated digital campaign
A dedicated, fully responsive e-commerce website formed the hub of the project. This was supported by an email campaign, digital advertorials and media partnerships, alongside a 6 month social media campaign.
The project delivered record results for both reach and consumer engagement across all channels, and was the brand’s most successful UK campaign ever.