Challenge

We faced with a trio of challenges: First, we had to stand out against contending food festivals and offer something that is truly unique to the Guinness experience; second, we needed to highlight Guinness' versatility out of the traditional pub setting and showcase the beverage's ability to elevate dining experiences; and third, we needed creatively tackle branding and programming as the multi-level venue for the event presented logistical hurdles.

Solution

To elevate this edition of Guinness Great Grill Out, we focused on three core strategies. We worked on diversifying the experience to incorporate food with live music, a marketplace, masterclasses, and a pop-up restaurant to cater to a wider audience and keep them engaged throughout the day. Simultaneously, we positioned Guinness as a great culinary companion, collaborating with renowned chefs to curate a menu that showcased its versatility and ability to enhance diverse flavours. We then capitalised on the venue's unique layout to create impactful branding that blended with the space for a complete Guinness experience.

Execution

Gillman Barracks was turned into a sensorial Guinness playground. Guests were greeted with striking Guinness branding, they enjoyed a diverse selection of Guinness-infused dishes, and participated in interactive experiences like the Nitrosurge and Spicy Sausage Challenge. Masterclasses led by acclaimed chefs demonstrated the art of pairing Guinness with various cuisines, while a pop-up restaurant offered an exclusive fine-dining experience. Live music filled the air, and a vibrant marketplace showcased lifestyle vendors.  Thoughtful design elements, from the entrance arch to the festival flags, ensured the festival was a feast for all five senses.