Jameson Black Barrel — IGNITES
— Services
- Brand Strategy
- Campaign
- Video Production
- Influencer Relations
- Social Media
- Content Strategy
- Content Production
- Events
- Brand Experience
- Public Relations
— Collaborations
- Andrew Clarke
- Keelan Higgs
- Epigraph
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Jameson Touched By Fire
A Collaboration Touched by Fire
We brought Andrew Clarke, head chef of Acme Fire Cult — London’s hottest live fire restaurant — together with Keelan Higgs, a Dublin-based Michelin star chef. They collaborated to create a bespoke sharing menu that embodied the fire, finesse and fraternity that is integral to the Jameson Black Barrel product.
Each dish on the tasting menu was designed to bring people together as well as to educate the consumer Jameson distillation process — from mashing to maturation — by highlighting key elements of the liquid.
To celebrate the launch of the month-long menu, we hosted an event with top tier media, culturally connected content creators and tastemakers.
100 guests came to experience the menu and cocktail masterclasses, to the sound of a neo-soul DJ set, in keeping with Jameson Black Barrel’s global brand vision.
The partnership came to life across multiple channels, as part of our unified response for IGNITES: Jameson Black Barrel’s global creative platform.
The Challenge
Devise an activation that distinguished Jameson Black Barrel from Jameson Original.
Deliver increased awareness, share of conversation, and build an emotional connection with the Jameson Black Barrel target audience through culturally relevant amplification of the IGNITES platform.
We combined two incredible talents and ignited their work, with Jameson Black Barrel at the heart.
Our Approach
Jameson Black Barrel whiskey is matured in double-charred barrels, the process of firing up the barrels twice and gives them new life.
Our strategic approach centred on this process; combining two incredible talent and igniting their work, to create an exceptional outcome with Jameson Black Barrel at the heart.
The Reaction
The campaign and collaboration was widely shared on social media by influencer and press attendees at our event and throughout the month of the menu being live. Authentic peer-to-peer endorsement of the food and cocktails drove bookings to Acme Fire Cult and sales of the Jameson Black Barrel dishes and cocktails.
Stand-out coverage in consumer lifestyle, London listing and industry trade titles all promoted the menu with a direct call to action to book, and we secured two media partnerships to deliver targeted outreach to our key consumers and their key readers.
Across owned channels, Jameson boosted the content series we created and also ran consumer competitions which had a strong uptake, ensuring that fans of the brand beyond across the UK had the opportunity to experience the menu.
