Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Guinness Ghana Breweries
Client
Guinness Ghana Breweries PLC (Diageo)
Role
Strategy, insights, campaign development, creative direction, production
Market
Ghana
Project type
B2B, PR, ATL, BTL, Shopper, Digital
How a beer brand contributed to Ghana's economic and social revival.
Challenge
How do we fast-track economic rejuvenation for small business owners in Ghana after the COVID-19 pandemic while encouraging consumers to return to bars responsibly and confidently?
Approach
We created RISE UP, an economic and social recovery programme designed to rebuild confidence across the hospitality sector. The initiative supported bar owners as they reopened for business while rewarding consumers for returning to their local venues through a nationwide loyalty programme. Every purchase of selected brands in Diageo's portfolio rewarded consumers while channelling impact back into the Guinness Ghana Breweries value chain. The campaign helped stimulate spending, restore livelihoods and reconnect communities around shared experiences.
Impact
175,000 people positively impacted in the Diageo value chain
+35% volume uplift
ROI of +14%
+4.8M Entries
1.2M Winners
500,000 unique redemptions
75% Media reach
Brand Guinness Salience score uplift of +4ppts
