The
Brief

In 2016, Buddha Bar Group celebrated the 20-year anniversary of their first bar opening in Paris.

To commemorate the anniversary, Buddha-Bar launched an internal Tanqueray cocktail competition, inviting the group’s 24-strong bars to create an anniversary serve to feature on menus in 2017.

Hatch were briefed to deliver a PR/social strategy to bring to life the competition and Buddha Bar’s 20th anniversary for the Tanqueray brand with key influencers, customers and consumers.

To deliver benefit for Buddha Bar and Tanqueray demonstrating the brand’s point of difference with a focus on quality and heritage.

To deliver a campaign that has commercial benefit and drives a sales occasion in the off trade and on trade.

The
Solution

/ ACTIVATION

Hatch developed a PR and social media toolkit to help bartenders create and promote their cocktail entry.

Hatch briefed Tanqueray market brand ambassadors to visit their local Buddha-Bar to offer training to further help bartenders in their cocktail creation.

We launched a digital content hub in the form of a Tumblr page to host all the cocktail entries.

Use internal tools to engage with Tanqueray BA community and Buddha-Bars to encourage social media sharing using #Buddha20.

A judging panel which consisted of Jen Le Nechet, the 2016 World Class Global Champion, Matthias Giroud, Executive Worldwide Bar-chef Buddha-Bar world group and Stephanie Jordan, Global Ambassador for Tanqueray Gin, chose three finalists to attend an exclusive event in Paris.

The event invited the bartenders to recreate their cocktail entry to the judges and compete in three further challenges including a Tanqueray Gin quiz, a classic gin cocktail challenge and a guest bartender shift for local influencers/bloggers.

In Paris, Hatch managed the social media content around the event including behind-the-scenes Snapchat, Instagram stories and Facebook Live announcements, as well as the unveiling of the winner.