Barbour is synonymous with the wet and cold of autumn and winter. We needed to increase brand engagement during summer through social channels and position Barbour as a lifestyle brand at the heart of summer.
Instead of a typical UGC or outreach campaign, we thought we'd do something a little different. Something that really is designed for the British summer. We invented a new, multi-purpose Barbour product: The Rather Handy Picnic Rug. A special edition, the only way you could get your hands on one, was by winning it online. All people had to do was show us - using #BarbourPicnicRug - where and how they would use the rug during the British summer.