The Woodsman promotion & shopper activation

How do you reward the hands-on, get-it-done spirit of The Woodsman Whisky’s drinkers in a way that cuts through in-store and drives genuine connection with the brand? That was the challenge we set out to solve with the Doers Draw – a disruptive new on-pack promotion and shopper campaign designed to bring The Woodsman’s craft, character and humour to life at the point of purchase.

Live across Tesco, Sainsbury’s, Asda, Morrisons and Co-Op, the campaign taps into the world of the ‘Doers’ – a community of adventurous, creative individuals who value craft, camaraderie and the satisfaction of a job well done. Whether they’re building garden furniture, firing up the BBQ or fixing up the shed, this audience is defined by their love of making, doing and sharing.

So, we gave them something brilliant for when they’re done doing what they were doing.

The campaign offers shoppers the chance to win prizes every day, all drawn from The Woodsman’s world – from tools and outdoor gear to crafted rewards that resonate with the brand’s rugged spirit.

At the heart of the promotion is a standout grand prize: a bespoke gas fire pit made from a whisky barrel, crafted by Scottish maker Barrel Built Designs. It’s the kind of reward that feels personal, practical and proudly displayable – perfect for the Woodsman drinker’s garden gathering.

Our creative approach builds on the ATL campaign’s memorable tone, injecting comedy and craft into every element. From the bold ‘Doers Draw’ messaging – “Win a prize from the barrel” – to engaging POS and a smooth, mobile-first microsite, we made sure the activation felt as handcrafted and characterful as the whisky itself.

From concept to shelf to screen, this campaign is a celebration of the doers – and a well-earned whisky moment waiting at the end.

Explore the promotion at competition.woodsmanwhisky.com.