Gaymers utilised it’s cider category exclusive association with Glastonbury, Lovebox, and Reading & Leeds festivals, to recruit 18-24yo drinkers. The Get In With Gaymers campaign was designed to drive awareness and trial by offering access to three of the UK’s best known music festivals, and in Glastonbury had a prize asset as the most coveted (and sold-out) festival ticket in the country.

In my role, I managed PR activation and social content to build awareness of the brand’s festival association, overseeing ticket competitions in national media, media partnerships with Heat and FHM magazines, social media promotions, and capturing content for Gaymers social channels at the festivals.

I also managed the activation of Gaymer’s Cider contractual rights, bar branding, ticketing fulfilment, handled promoter approvals and I was the primary liaison between the festival promoters and Gaymers brand owner C&C Group.