Pernod Ricard’s Rosé Spritz brand Rosie is helping Sydneysiders enjoy picnics with a luxe picnic giveaway, in partnership with Concrete Playground.
The prize is in line with restrictions easing on September 13, allowing gatherings of five double-vaccinated people in outdoor areas.
Teaming up with Concrete Playground, Rosie is giving away luxe picnics for 100 Sydney siders throughout the eastern suburbs, inner city and inner west. For two hours, winners will enjoy a picnic fully-stocked with the new Rosie range, catering by local business Platter Up and styling that resembles an influencer’s dream.
The picnic prize was briefed and turned around in 13 days.
Head of Initiative Studio Olivia Warren says the activation is just what the event industry needs.
“It was a bold move by Pernod to invest in this activation with the government’s new rules only just being announced. The events industry needs this sort of confidence from clients to start a resurgence of activations,” Warren says.
“We’ve had 18 months of inconsistent or cancelled events and it’s officially time to put that behind us and create events where people can celebrate – with a Rosie spritz of course.”
Pernod Ricard senior brand manager Lauren Illif says the activation drives awareness. Being double-vaccinated is one of the conditions of entry.
"This is a perfect example of using a culturally relevant movement as a launch pad for Rosie as well as driving awareness and trial - certainly one of those right place, right time campaigns,” Illif says.
“With picnics literally being the ‘event of the (covid) season’ we quickly jumped at this opportunity to embed ourselves into culture and create this as the ultimate consumption moment."
The partnership with Concrete Playground drives further scale and reaches the brand’s desired target audience, Illif says.
Spritz lovers can enter at:
https://concreteplayground.com/sydney/travel-leisure/were-giving-away-luxe-picnics-packed-with-snacks-and-spritzes-so-you-can-ring-in-spring-with-your-mates
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