In 2015 Greenall's increased its marketing presence to celebrate the brand’s ongoing sponsorship of The Jockey Club. The strategy features three horse race-themed bottle designs as part of the brand’s on-going ‘Good Times at the Races’ marketing campaign. 42,000 tickets were available to win through individual codes on the limited edition bottles, as a result of Greenall’s three-year sponsorship deal with The Jockey Club, which provided winners with entry to premium horse racing events. The marketing strategy works appropriately to celebrate the partnership with the Jockey Club and establish premium connotations utilising these existing racing stereotypes.
The 'Greenall's Good Times' campaign was developed further into live activations positioning Greenall's as the enabler of fun and 'Good Times' at the races. On site branding was supported by choreographed 'Pop moments' and a 10-piece 'Good Times Band' giving race goers the opportunity to win prizes such as a free round of drinks, a private bar party and even a new Mini Cooper. The results of the first activation at the Cheltenham Festival resulted in an increase of more than 378% increase in gin sales across the race course. The campaign has been so successful that Greenalls have commissioned a Good Times UK wide on-trade promotion to promote the Jockey Club partnership and hit a wider audience.
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| Jockey Club Campaign |
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| Good Times Activation |
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