Wardington's Original was to be the headline sponsor of both Ludlow and Malvern Food Festivals, so they wanted a promotional item that was going to turn heads and get people talking... and thus, The Gindependent was born!
We began carefully curating content to showcase all that Wardington's Original had to offer, as well as putting the spotlight on Ludlow, the place where it all began. This was a real passion project for the whole team and gave us the opportunity to use everyone's skills to the full.
What We Did
We wrote and designed the newspaper with a nod to the Victorian gent; classy and premium just like the product (and it's creator!).
One of our favourite parts to work on for The Gindependent was Written In The Stars, creating spirit-based horoscopes for each star sign was a real labour of love. No newspaper is complete without a crossword, so we enlisted the help of a local cruciverbalist to create our very own Wardington's Cryptic Crossword. Despite being lovers of that fresh print smell, we knew it would be a missed opportunity not to use it digitally too and we recreated some of the content to use on social media to engage Shaun's 'Gin Tribe'.
The Gindependent was distributed across both festivals, with branded newspaper stations strategically placed to act as wayfinding for the Gin Bar and shop. It was received so well that there are plans to release seasonal issues for the festive and spring festivals and we cannot wait to spread even more spirited good news!
What they Said
The Gindependent was an absolute triumph. We showed people how different we think, we got people talking and, over the two event weekends, 17,000 people were walking around with their copies. It resulted in an increase of 1400 to our mailing list and traffic to our website as well. The design and copy created by the Buy-From team was absolutely incredible. This is only the first now as the impact has been so good for us as a brand.
Shaun Ward, Master Distiller at Wardington's Original