A TASTE OF IMAGINATION AT RHS CHELSEA FLOWER SHOW 2025
Fettercairn has always done things differently – built on a spirit of imagination and the question, “what if?” Our challenge was to bring that mindset to life in a way that felt luxury, unconventional, and emotionally resonant. It’s this spirit of imagination that led us to the RHS Chelsea Flower Show – a bold, beautiful stage where whisky could grow new roots.
THINKING DIFFERENTLY TO GROW DIFFERENTLY
In today’s fast-moving market, growth demands more than just attention — it demands relevance.
With economic pressure, shifting habits, and tighter wallets, standing out means finding new, high-value audiences.
For Fettercairn, a brand with luxury credentials and a flair for the imaginative, growth wasn’t about shouting louder — it was about thinking smarter. We set out to find a stage that could unlock emotional connection and cultural credibility — a space where the brand’s values would naturally resonate.
CULTURAL CAPITAL IN FULL BLOOM
Whisky isn’t usually found at the RHS Chelsea Flower Show. But then again, Fettercairn isn’t your usual whisky.
Luxury fashion houses like Hermès and Loewe have long used florals to stir emotion and express identity. Fettercairn saw the chance to do the same — to turn a world of horticultural excellence into a canvas for storytelling, craftsmanship, and discovery.
RHS Chelsea Flower Show offered a compelling platform to:
PLANTING A NEW KIND OF PARTNERSHIP
To bring this vision to life, Fettercairn partnered with design collective ssh_scapes to sponsor a Balcony Garden at RHS Chelsea.
The result? The Fettercairn Wilderness Retreat a high-rise hideaway inspired by the Cairngorms. Designed to offer a moment of reflection and escape, it brought the natural soul of the Highlands into the city.
Our task was to activate this moment for consumers and trade alike — turning the partnership into a far-reaching, multi-channel brand building experience.
BRINGING THE GARDEN OF SCOTLAND TO EVERY TOUCHPOINT
We developed a multi-channel campaign that brought the brand to life far beyond the showground. Every touchpoint — from OOH to digital, paid social to on-site and special edition pack. A demonstration of how imagination, when rooted in the right context, can help a brand bloom in powerful new ways.
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