Red Consultancy helps Hendrick's to launch new gin

09 April 2019

Red Consultancy has been signed up by Hendrick’s to help launch the famous distiller’s new limited edition gin. The consultancy collaborated with Hendrick’s to install floral phone boxes across UK cities, which presented entrants with free samples to the Midsummer Solstice drink.

Britain’s gin industry is now worth well over £1.2 billion – having more than doubled in size since 2011. With little sign of the industry’s boom going bust any time soon, demand for the trendy spirit has led to a boom in the number of businesses centring on either distilling or selling the spirit, with a growing number of ‘gin palaces’ doing both.

As UK distillery Hendrick’s Gin looks to prepare for another busy Summer, the company has launched its first ever limited-edition gin – Midsummer Solstice – with flower obliterations up and down the country. In order to help promote the new product to a wide audience, Hendrick’s enlisted the help of Red Consultancy, which began working to launch Midsummer Solstice following a competitive tender process earlier in 2019.Red Consultancy helps Hendrick's to launch new ginRed Consultancy’s efforts eventually led to a number of experiential, floral phone box portals being unveiled across London, Brighton, Manchester, Edinburgh and Liverpool to mark the launch of the campaign. Curious consumers who entered the floral phone boxes were gifted with a first taste of the new gin – either with a ‘Stem for a Serve’ redeemable at a local bar or in the tasting room of the London’s Soho Square launch.

Commenting on the campaign, James Taylor, Senior Brand Manager at Hendrick’s Gin commented, “The floral transformation of the once forgotten phone box are the perfect space to create a sensorial portal to our unusual brand world and transport curious minds back to simpler, less-connected times before social media and mobile technology transformed the way we communicate. A space where you can stop, literally smell the roses, and consider your true meaningful connections – the perfect way for us to celebrate the launch of Hendrick’s Midsummer Solstice with a disruptive activation.”

The gin itself is already available at Waitrose, and will become available throughout the summer. Its public relations launch will be further supported by paid social media and in-store activity throughout that time, before its limited run comes to an end.

Red Consultancy is a professional services firm which offers advisory services to clients looking for PR, digital and content expertise via its 140 staff in its Soho offices. The firm develops and manages campaigns, runs major press offices, and steers brands and businesses through engagement with media, consumers, customers, stakeholders and internal audiences both domestically and internationally.

Recently, the firm was involved in a campaign with smartphone maker Huawei, helping it promote its AI-driven completion of Schubert’s famous Unfinished Symphony.


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Ex-KPMG member Jon Akehurst becomes Kellogg's Finance Director

04 April 2019

A former KPMG Audit Trainee has landed a senior role with cereals giant Kellogg’s. 12 years after cutting his teeth at the Big Four firm, Jon Akehurst has assumed the position of Finance Director for Kellogg’s UK & Ireland.

The Kellogg Company, doing business as Kellogg's, is an American multinational food manufacturing company. The firm produces cereal and convenience foods, including cookies, crackers, and toaster pastries, and markets their products through several household brands, including Corn Flakes, Pringles, Coco Pops, and Frosties.

Kellogg’s has maintained its UK base in Manchester since 1938, when it first opened its Trafford Park factory. Today, it is the largest cereal factory in Europe, creating more than a million packets of cereal a day. The company recently relocated its UK & Ireland head office from Old Trafford to Salford’s famous MediaCity, in January 2018.

Ex-KPMG member Jon Akehurst becomes Kellogg's Finance Director

As the firm looks to grow in the UK, Kellogg’s has appointed a new senior leader, thanks in part to internal moves resulting from this move. Robert O’Sullivan, has been promoted to the role of vice-president of finance, Kellogg’s Europe, in Dublin. His replacement Jon Akehurst takes up the reins as Finance Director for the firm in the UK and Ireland, having spent more than 14 years working in financial roles in multiple sectors, including the consulting industry.

Most recently, Akehurst worked for Mars Petcare’s Crown Pet Foods - famous for its Royal Canin brand of dog and cat food – where he was Chief Finance Officer. Previous to Mars Petcare, Jon held a series of senior finance roles across a number of blue chip food companies such as Mars Wrigley Confectionary, General Mills and Associated British Foods.

Akehurst commenced his career as an Audit Trainee with KPMG. He spent a year as an Assistant Auditor covering middle market clients across a range of sectors at the firm, working on IFRS, UK GAAP, SAR and SOx, while gaining exposure to Canadian and US GAAS clients across the UK. He arrived at KPMG after graduating in engineering, economics and management from the University of Oxford in 2005.

Commenting on the appointment, Kellogg’s UK and Ireland Managing Director, Oli Morton, remarked, “We are incredibly fortunate to be able to welcome Jon to our team.  He is a strong business leader, whose talents will help us continue our growth plan... A plan which has seen us help people make healthier choices in the morning by slashing sugar and putting traffic light labels on our cereals, introducing new-look granolas and launching Pringles made of rice.”