‘Unrush Your World’ a fully integrated campaign, created by KesselsKramer, will hit London, Berlin and Cologne from November 2014. On-trade, PR, above-the-line and digital will be used to attempt to inspire a new generation of consumers to embrace the ‘spirit of slow’.
The launch is in partnership with London chef, Ollie Dabbous, acclaimed as the “hottest new thing in the world of British food.” He has created a series of dishes to complement the taste of Yeni Raki. A launch dinner at Dabbous on November 3 will introduce the spirit to leading chefs, influencers and celebrities.
Diageo says every element of the integrated campaign has been designed to bring to life the Mediterranean ritual of savouring memorable moments around a “raki sofrasi” (raki table) – a bountiful feast of hot and cold dishes, raki served with chilled water and ice cubes, and in the company of good friends.
Galip Yorgancıoğlu, MD Diageo Turkey, said: “There remains a huge opportunity for Yeni Raki, both in Turkey and internationally. Our central message to ‘unrush your world’ for this major campaign will resonate with busy consumers globally. Ollie Dabbous’ experimental style and enthusiasm for the ritual of slowing down to enjoy food and drink makes him the perfect partner.”
On-trade activation will focus on the top 20 trendy restaurants in London, followed by the same activation in Germany. London restaurants such as Fino, Pond and Beagle will each host an intimate Yeni Raki dinner to showcase the ritual of slow dining paired with Yeni Raki, with a select few offering places to competition winners.
The visual images of the ATL campaign were shot by world-famous photographer Elaine Constantine and show three dinner setting scenarios, each one celebrating the act of dining slowly so to remind consumers to 'unrush your world’. Elaine Constantine also works as an advertising photographer for world-famous brands including Adidas, Burberry, Diesel, Evian, Gap, H&M, Lacoste, Levi’s, Nike, Shiseido and Clarins.
The digital campaign will launch this November and will include Pouring film that captures the mixing of raki with water, the clouding of the liquid and also an Ollie Dabbous film that sees the chef in his kitchen discussing his recommended Yeni Raki food pairings. The outdoor campaign will go live in early spring 2015 in London only and will target on trend foodie areas such as Borough, Soho and Shoreditch. It will consist of six sheets, backlit 48 sheets, mega 6s, digital 6s and XTP underground projections.
A new website www.yenirakiglobal.com will feature recipes, interviews with famous chefs and content about pairing food with Yeni Raki. Additionally a “Raki and Fish’ book investigates the fish culture and cuisine of 11 Mediterranean port cities by top Turkish and Mediterranean chefs.
- Yeni Raki is the leading brand within the aniseed beverages market and the 17th most valuable alcoholic beverage within the global alcoholic beverages market (Source: Impact Databank 2014, 2013 retail value data);
- Germany is the largest export market for Yeni Raki and home to the largest Turkish population in Europe;
- Raki sales in the UK grew by 44% last year, Yeni Raki has listings in both Asda and Tesco.