ABOUT

Jack Daniel’s Honey were in the second year of their partnership with Taste Of London.
They approached me for support with theming and an experiential concept.

I took the brand back to its roots, using Jack’s authentic passion points to build our creative theming of Tennessee Americana Picnic. Connecting to cowboy-core trends and their relaxed drinking occasion.

I then developed this experiential idea across a relaxed inviting space and designed guest experiences. This included delicious Americana themed serves, impromptu country music performances, a cotton candy stall and cowboy hat decorating workshop.

I worked as a true extension of the brand team directing suppliers and external agencies.

The activation was a resounding success with workshops sold-out within minutes each day, and drinks sales at the event boosted by over 300% year-on-year.