El Rayo creates neighbourhood campaign

Tequila brand El Rayo has launched its first out-of-home (OOH) campaign in south east London, which aims to ‘capture the spirit of Peckham’.

Launched in Peckham – the home of the brand’s founders – and surrounding areas yesterday (22 July), the campaign shines a spotlight on ‘the creative spirit of modern Mexico’, and suggests a fresh way of enjoying Tequila – with tonic and grapefruit – to be enjoyed as the first drink of the night, not the last.

It is visible through a digital campaign, and throughout the neighbourhood on billboards, street posters, and on-trade activities in local bars.

El Rayo co-founder Tom Bishop said: “We’re thrilled to be launching our first ever out-of-home campaign in the heart of Peckham, a neighbourhood known for its vibrant creative energy.

“Our goal is to introduce El Rayo Tequila in a way that resonates with the local community, blending art and advertising. It will celebrate the El Rayo T&T as a long, slow serve for 6pm, not 3am – the first drink of the night, not the last. This campaign marks an exciting milestone for us, and we’re looking forward to sharing our unique take on Tequila.”

The billboards in Peckham are complemented by ambush marketing in the form of chalkings, stickers, and lamp posters throughout the area.

The campaign’s ‘strategic placement’ aims to immerse locals and visitors in the El Rayo brand, by blending bold visuals with a message that is ‘more art than advert’.

Alongside the OOH presence, a robust digital media campaign will target creatively minded audiences throughout London. This digital push, which will include disruptive digital films on paid social, will serve to engage individuals who interact with Peckham but may not be present during the campaign weeks.

Furthermore, the brand has also launched a new website featuring online deals available on both the brand’s site and on Amazon.

National Tequila Day

The OOH campaign has been launched to coincide with National Tequila Day tomorrow (24 July).

To complement the visual campaign and to celebrate National Tequila Day, El Rayo will take over several Peckham bars with Tequila & Tonic promotions featuring the brand’s two expressions, El Rayo Plata and El Rayo Reposado.

Highlights include two-for-one deals at Frank’s Cafe, Forza Wine and The Hollydale Tavern, and an El Rayo Tequila menu throughout July at The Begging Bowl.

In addition, the El Rayo T&T and Paloma are the drinks of the month throughout July at The Montpelier, while on Friday 26 July, El Rayo will host a takeover event at Peckham Arches and Skylarking, featuring free T&Ts, Margarita specials, a DJ and giveaways.

Plus, throughout the week (until 28 July), Peckham station will be transformed with El Rayo giveaways, T-shirts, discount codes, bar tokens and more. This will coincide with a branded takeover of Peckham Arches.

In April, El Rayo gained £1.33 million (US$1.72m) of investment, exceeding its £1.3m (US$1.68m) target.