The Brief: Beer on Us

Ahead of national beer day on June 15th 2023, Wiggle Sport and PR Company We are the Romans invited me to join them on a day hike to the most remote pub on mainland Britain.

The pub in question was the Old Forge which is located on the Knoydart Peninsula in Scotland. Cut off from the UK’s mainland road network, the shortest route to the pub by foot is via a 25km hike.

The reason behind the journey was because Wiggle had teamed up with Knoydart Brewery to launch a limited-edition Ale called ‘Trale’ that would be available exclusively at the Old Forge.

Any hikers who tackled the 25km walk to the Old Forge would be rewarded with a free bottle of ‘Trale’. The campaign encouraged everyone to embrace the outdoors whilst having a bit of balance in their lives.

As part of the PR activation, they wanted me to join them on the hike and then promote the journey and the campaign on social media afterwards.

The Results

Instagram reel 2.6 million plays | 2,256,000 accounts reached | 32,000 saves

Secondary post - 12,601 accounts reached | 4,549 impressions | 829 accounts engaged

YouTube video - 23,500 views and 2,100 hours of watch time

Blog post on my website