News Campaign: Data Capture - Rum brand bids to build trust in local hero move

Overproof white rum brand Wray & Nephew is seeking to build up trust among its core consumers and add to its consumer database through a brand ambassador scheme.

The "Local Hero" push targets Jamaican communities across the UK.

HHM, the agency behind the activity has initially recruited between five and 10 individuals in London, Wolverhampton, Birmingham and Manchester.

The ambassadors will be provided with kits containing brand information, as well as giveaways. Competition prizes include trips to Jamaica.


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