Laphroaig
Burns Night
the challenge
Establish Laphroaig and its association with Burns Night, a Scottish tradition as old as the whisky itself, among New York’s foodie scene.
the solution
DBC partnered with Dinner Lab, an exclusive and adventurous pop-up supper club, to create a unique Burns Night dining experience true to the spirit of Laphroaig. The dinner was held in a cathedral-like space in Brooklyn that was revealed to guests 24 hours before the event. DBC worked with Dinner Lab chef Patrick McCandless to create a modern take on a traditional Burns Night supper. Master brand ambassador Simon Brooking emceed the evening, reciting the “Ode to Laphroaig” and leading guests through Burns Night traditions including Burns’ “Address to a Haggis” and the singing of “Auld Lang Syne.”
The Results
The event was an immediate sell out, with 120 diners, including seven editors representing publications including Gear Patrol, The Huffington Post, Maxim, Serious Eats, Thrillist and Yahoo Food enjoying Laphroaig single malts and “Ode to Scotland” cocktails paired with modern takes on cockaleekie soup, haggis and neeps and tatties.
Coverage of the event, Laphroaig’s cocktails and McCandless’ menu – plus the brand’s “Ode to Laphroaig” Burns Night video, featuring world poetry slam champion Elvis McGonagall – garnered over 10 million impressions from 19 stories. In addition, over 50 social posts from the dinner resulted in 1.5 million impressions.
Earned:
10M+
Impressions
Shared:
1.5M+
Impressions
