BRAND / JAMESON
PROJECT / QUICKFIRE
Fundamentally, our brief was to increase sales of Jameson Black Barrel during Christmas. But, with a direct-as-they-come conversion-driving campaign already in place, we were briefed to educate whiskey fans and newcomers alike on what sets Black Barrel apart from the crowd. It meant that while sales were the golden indicator of success, we had to also drive awareness of the whiskey’s credentials and increase our share of search.
THE IDEA
Send a whiskey-loving chef to the Midleton distillery to give Jameson’s legendary Master Cooper a grilling.
The burning questions
We started by commissioning Opinium to discover exactly what the UK was asking about whiskey. Our idea was to then use Black Barrel as the vehicle to answer the most burning questions in a campaign we called ‘Quickfire’, which played on the duality of Black Barrel’s key USP of double charring and the Q&A construct that drove the theme of the creative.
We then brought together Lee Tiernan - a renowned open-fire chef who enjoys drinking whiskey as much as he enjoys cooking with it - and Ger Buckley, Jameson’s legendary Master Cooper.
A match made in whiskey heaven
As the pair spent a day together at the distillery, Ger walked Lee (armed with his quickfire questions) through the production process from start to finish as we captured every insightful, heartfelt and surprising moment with the help of director, videographer, and editor, Jack Flynn.
The result? A beautifully candid suite of assets that answered the UK’s most burning questions and more - including a hero long form film, a series of 9 short form films that each answered a separate question, and specially-shot social edits that introduced Lee and Ger to the nation.