Halewood Artisanal Spirits has announced the roll out of a $1m ATL campaign in Australia for its award-winning Whitley Neill Gin, driving brand awareness in the run up to summer.

Following the huge growth of the Whitley Neill Gin brand in the UK over recent years, which has helped it secure the position as the UK’s number one premium gin brand, Whitley Neill Gin launched in Australia in 2019. As the nation’s love of flavoured gin continues at pace, the range has seen exceptional growth since launch, with sales increasing 73% vs last year[1] – much of which has been driven by its much-loved Rhubarb & Ginger variant.  

The new ATL campaign for Australia follows the brand’s first TV appearance in the UK, and £5m supporting investment. The advertising campaign, which featured actress Evie Brodie, highlights the brand’s London provenance, whilst also showcasing creator Johnny Neill’s global inspiration behind the core four gins – London Dry, Rhubarb & Ginger, Raspberry and Blood Orange.

This creative provides the inspiration for the new Australian campaign, which includes significant out of home activity including print, display and transport adverting, with additional digital activity through Tik Tok, Facebook and Foursquare. All of which offers a total reach of approximately 5.5million people, further driving awareness for the brand as the summer months approach.

Kelly Coughlan, International Marketing Manager, Halewood Artisanal Spirits, Australia; “It’s been a really exciting few years for the Whitley Neill brand, from the move to its new home at the City of London Distillery in London, UK, to the launch of its first TV advertising campaign and numerous award wins.

“We’ve already had an amazing reaction to the launch of the Whitley Neill Gin range here in Australia, and now that we’re approaching the summer period with far fewer restrictions than last year, we see a huge opportunity for our delicious range of flavoured gins here. Naturally, we’re delighted to be able to launch this fantastic new campaign and look forward to further spreading the word of Whitley Neill Gin, as well is introducing new additions to the market next year”.

Justin Ladmore, Managing Director, Media at Enigma,  “Planning this ad campaign has been one of the real highlights of our year. It is one of those special products that when people trial it they are converted, so our job is to simply get as many people as possible to trial it… and yes, as media planners, it was also necessary to trial all the different flavours!”

The new campaign $1m will be running from November to March, including print, outdoor, digital activations.



[1] Simtac data 24th Sept 2021