PITCH WIN

Bringing the Ancient Spice Trail Up to Date

OPHIR GIN

In a gin market flooded with the usual suspects, Ophir Gin needed a campaign that built the brand while bringing to life its premium spiced flavour profile. An ancient spice trail wasn’t going to sell gin. The brand’s link with the ancient spice route needed a fresh perspective to engage today’s gin drinkers.

Ophir's own data revealed a significant awareness gap, with just over 31% of gin consumers recognising the brand. Despite attracting a younger, affluent demographic, the brand struggled to convert interest into sales, particularly in the face of fierce competition. We needed a campaign that worked hard to drive sales.

To reinvigorate Ophir’s brand narrative, we devised a 12-month Spice Tour social influencer campaign. Our social strategy centred on a modern reimagining of the spice trail, shifting the focus from far-off lands to the vibrant culinary landscape of Britain. This simple approach positioned Ophir very much as a gin for adventurous Brits who love flavour and something different to the usual suspects.

The Ophir Spice Tour was designed as a journey across Britain's culinary hotspots, led by an influential tastemakers. It is designed to showcase how innovative chefs and mixologists are embracing spices in their creations in unexpected ways.

At the heart of the campaign Ophir created a video series with three influential voices. From a creative cocktail class with mixologist Richard Woods, to game-changing gastronomy with Masterchef’s Phili Armitage-Mattin, and spiced scented candle making with Ricki Lawal, consumers could now follow along with spice experts as they show how spices can elevate the tastebuds and sensory experience.

The campaign encouraged these tastemakers to be imaginative with OPIHR's signature botanicals - cubebs, cardamom, and Tellicherry pepper. These recipes were then promoted at point-of-sale and online, creating a tangible link between Ophir and modern British cuisine.

This social influencer campaign brings more consumers into the spiced gin category with the Spice Tour campaign, showing drinkers how accessible and versatile spice can be by opening up a whole new flavour dimension.

This was a pitch win for the agency that turned into a live campaign.

“Ophir is leading the way in spiced gin innovations as consumers look to experiment with global flavours for a heightened taste experience. While more people are choosing spiced gin, we recognise there is more to be done to help consumers understand the different ways that spice can enhance flavours. Bringing together interesting experts in the world of spice with Ophir Spice Tour will do just that.” Robert Milton, Global Brand Director, Ophir Gin

Coverage

Studio: Manifest / Creative Direction: Chomoi Picho-Owiny

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