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We at GOLD79 are thrilled to be shortlisted for Best Integrated Campaign at the 2024 Northern Digital Awards for our work with Gonzalez Byass and their Croft Sherry brand.
Building on the brand’s advertising cornerstone of ‘It’s Croft Time,’ our challenge was to bring an important brand refresh to life and expand the product’s appeal amongst a new, younger generation of 40-65-year-olds, encouraging them to engage with Croft as a summer drink, rather than just a Christmas tipple.
PURE™ thought: Alfresco Croft Time
Drawing on insights into how the cost of living was impacting UK drinking habits and lifestyle, our strategy positioned Croft as the essential brand to elevate at-home, outdoor drinking experiences. Working alongside Great British Bake Off star, Sandro Farmhouse, we developed bespoke summer serves and executed a multi-channel campaign to increase brand visibility, product demand and retail sales. The campaign encompassed digital ads, PR activity, and a new brand website packed with engaging content and optimised for SEO, UX and CRO. The culmination of our campaign was a stunning rooftop event that put Croft in front of those who mattered – including retailers, media, and influencers.
Taking the PURE™ approach to help brands shine
Our PURE™ approach is a methodology that takes brands through a series of meaningful steps.
The first step is PURPOSE, where we immerse ourselves in a brand to discover the most meaningful objective by getting to know the ins and outs of a brand’s needs and goals. We’ll question, challenge, reframe and dig deep to uncover the core value driver for a business.
Step two is to UNDERSTAND, where we identify the purest, most valuable insights to help brands cut through the clutter. In this step, we measure the volume of noise among competitors to understand how to earn attention. We also listen to audiences and trends to help you discover the most meaningful thread to follow.
Up next is REFINE, where we craft gold-standard creative executions. From raw creative ideas to one pure route for exploration, our refinery is where the ideas come to life. Copywriting, video production, design, animation, podcasts, site architecture, SEO – we refine, and we polish until we have the most valuable, creative solution.
The final step of our PURE process is EXPERIENCE, where we use the most effective channels to make messages shine. From influencer marketing and social media to website and digital PR, paid social, and email – it’s noisy out there, so we create bespoke channel strategies to help brands be specific and targeted in their messaging.
“GOLD79 is a cut above many agencies. Their team is a joy to work with – they’re creative, enthusiastic and worked tirelessly to deliver some brilliant results. We’d highly recommend them.
Up against a challenging retail environment, the GOLD79 team delivered a campaign that shifted the approach for how we market the brand. Playing on Croft’s versatility and engaging talent that was perfectly suited to our bullseye audience helped us start to reposition this traditional British brand as something accessible and relevant for today.”
Alison Easton, Marketing Director, Gonzales Byass
About us
GOLD79, formerly The Lucre Group, is a Leeds-based PR agency with a reputation for delivering exceptional results for a long and enviable list of clients. Specialising in content, PR, search and social, our breadth of expertise is second to none locally, nationally and internationally, with core sectors including travel, food, and drink, home and lifestyle, technology and professional services.
With our ‘noise cancelling’ approach, we focus on genuinely meaningful communications that cut through the clutter of today’s crowded media landscape, while our PURE™ process helps clients focus on the most significant outcomes.
Whether you engage with us at every step of the PURE™ process or are looking for help in a specific area of your business, GOLD79 specialises in everything from insights to content, creative, PR and channel strategy.
Find out more about GOLD79 by visiting gold79.co.uk or email [email protected].
