Hayman’s heads to London Underground

English producer Hayman’s is bringing its ‘The Original Gin’ campaign back to the London Underground in November, after initially launching in spring.

Positioning the gin as ‘a cut above the rest’ and to tell the story of its distinctive taste, the advert was the brand’s inaugural out-of-home (OOH) campaign.

It rolled out across the London Underground in May and is supported by tactical roadside posters, print media, digital and social media ads.

Jono Holt, founder of Otherway, the design agency behind the advert, said: “It’s nice to write some proper adverts for a proper gin. Hayman’s have a rich and long history and we felt such a quality product deserved some quality advertising.

‘’We wanted to re-capture the timeless magic of traditional alcohol advertising where intellect and wit ruled supreme. When posters were truly valued for both their copywriting and art direction.”

The independently owned gin is made using an 160-year-old family recipe.

Following the campaign’s debut in spring, James Hayman, co-owner and fifth-generation family member of Hayman’s commented: “We are proud that our family pioneered the distinctive taste of London Dry gin and that we still put our original recipe in every bottle.

”The campaign simply communicates our unique story and role in the history of London gin.’’

In January, the brand also debuted a new low-alcohol ‘spirit’ called London Light, which was one of our top 10 launches for the month.

For those looking to learn more about the spirit, Hayman’s hosts a Training Academy in its London distillery with workshops that support and educate the hospitality industry. The workshops can be booked on the Hayman’s website.