We were asked to develop a way to bring to life Laphroaig’s “Taste Trailblazers” global campaign.
In response we unveiled The Laphroaig Market in collaboration with Michelin-starred chef Tom Aikens in Borough Yards, London – the first consumer-facing event for the brand.
The market was a celebration of some of London’s most interesting culinary pioneers who push the boundaries of flavour and vendors were selected based on their shared passion for quality seasonal ingredients and included Borough Market’s Turnips, Meat Jon, Spice Mountain and Shellseekers.
Their incredible produce formed part of a carefully designed menu created by Tom – cooked exclusively at the Laphroaig Market – evoking the salty seawater and earthy smokiness of peat found at Laphroaig’s home, Islay.
Each dish was then perfectly paired with a bespoke Laphroaig cocktail to demonstrate the whisky’s versatility.
The announcement of the market resulted in coverage in titles such as The Handbook, HELLO!, Londonist, Square Meal, and City A.M.
Interviews with Tom landed in The Spirits Business, Luxe Review and as the front page in The Times Weekend May Bank Holiday special.
Media from the Daily Telegraph, City AM, The Times, The Three Drinkers and The Spirits Business attended the preview and the market was (as you can probably already tell) a great success with all the tickets selling out, plenty of walk ins and over 700 Laphroaig cocktails served over the weekend.
