A wildly natural campaign by Ray Agency
June 16, 2022
INGREDIENTS THAT REPRESENT THE VERY BEST OF OUR NATURAL LANDSCAPE AND MAKE NEWFOUNDLAND DISTILLERY COMPANY SPIRITS SO SPECIAL.
Ray agency launches a new campaign for The Newfoundland Distillery Company, an award-winning distillery based out of Clarke’s Beach, NL. The concept behind the campaign called Rocktails was to inspire a cocktail movement, in a land where rum and Cokes have traditionally been the norm.
Rocktails is more than a campaign. It’s a crusade that invites curious people (and palates) to embark on a distinctly Newfoundland adventure. It’s a magical world of hand-crafted spirits (and a few fictional characters) that serves up an authentic taste of a very unique place.
Without making it fussy or inaccessible, the campaign works to highlight the amazing wildly natural, local ingredients (seaweed, chaga mushroom, rhubarb, and even barley) used to handcraft their range of spirits.
The result — fancy cocktails without all the fussiness.
The agency played heavily on the beautiful local landscapes and terrain, as well as the NL wit and irreverence to create something that feels playful and has a sense of place. No lifestyle shots here.
The Ray team timed the campaign around the busy summer months and what the province of NL has branded ‘Come Home Year’. Our goals are to drive awareness of these premium products and inspire trial with those who may not normally stray far from their usual go-to's. The campaign is running on digital, social, print, and OOH.