Fortnum & Mason, ‘Set Summer Free’

Experts in picnicking for centuries, Fortnum & Mason packed up its first hampers in the mid-1700s for customers journeying to their country estates from Piccadilly.

Today, its picnics are enjoyed far and wide, delivered around the world through FortnumandMason.com. And as it happens, the iconic retailer’s passion for a good al fresco feast came in particularly useful during a time when all anyone was allowed to do was eat outside. And with international travel not possible for many during the summer of 2021, British holidaymakers were rediscovering the beauty of the UK – and Fortnum & Mason encouraged its customers to take Fortnum’s along on the adventure. 

In support of its new picnic collections, Fortnum’s campaign Set Summer Free was a summer-long celebration of the British Isles, and an exploration of the UK’s best and most secret picnic spots – from Norfolk to the Isle of Wight. 

To bring the campaign to life, Fortnum’s commissioned seven local photographers to capture Fortnum’s picnicware, food and drink in their favourite picnic spot. I led creative content and editorial across website, email, paid social, PPC, and in-store too, including commissioning a series of picnic spot guides for each location with accompanying shopping edits. The audience were also asked to get involved with a nationwide competition, asking customers to tag them in their favourite picnic spot – be it a sliver of sunshine on a rooftop or at the top of a rocky mountain.  

The campaign brought Fortnum’s products to life across all digital touchpoints and the resulting sales were twofold.