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Our insight was about the simple magic that people make for themselves, whatever the circumstances.

Creatively we set out to celebrate the charm and joy of those imperfect, human moments. We reminded audiences that if they’re looking for simple and local quality to grace those moments, to look no further than Adnams. This was captured in the consistent language of the campaign – ‘Whatever you bring to the table this Christmas, bring Adnams’ – and gave Adnams a point of view amongst seasonal communication. But it also targeted a core brand image statement – ‘Makes moments feel more special’ – that we knew through prior research not only supported perceptions of premium (‘Worth paying more for’) but impacted consideration and claimed consumption.

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