To reach a wide audience, we had to consider all forms of media within our comms strategy. Working across all forms of media we delivered a tactical plan that encompassed, print, online, out of home, experiential and broadcast platforms to help deliver carefully crafted key messages.

In addition to more hard hitting campaigns, we also curated a calendar of seasonal hooks and drafted relevant advice led content to further drive links and awareness, positioning Haypp as a trusted retailer for consumers that genuinely cared about the needs of the customer. With an ever changing, health conscious landscape, working with a vape retailer has also led to some challenges as we aim to ensure that Haypp’s reputation is respected amongst the public, especially as a national ban on disposable vapes comes into effect in June 2025. We have utilised this hook to further drive education and key messages via carefully drafted and placed spokespeople comments, focusing on broadcast media and reactive opportunities.

For bigger impacts, we have managed experiential activities including a “Smoking Amnesty”, where customers at a high footfall retail location were challenged to swap their cigarettes for smoking cessation products, and a huge scale sponsorship of Manchester Pride, covering OOH, digital advertising, sampling, news generation and stunt activity.