ABOUT OGDEN’S OWN
Ogden’s Own is the largest independent distillery in Utah. Founded in 2009, the distillery has gained notoriety for its unique expressions and its often-satirical playfulness on stereotypes in its home state – perhaps best known for its Five Wives Vodka, a tongue-in-cheek reference to Utah’s Mormonism that drove national attention to the brand after being outlawed in the state of Idaho (with Ogden’s Own eventually emerging victorious in the state’s Supreme Court). Since its inception, Ogden’s Own has championed freedom of expression and has backed up their vocal support by bringing awareness and financial assistance to marginalized and underserved communities. Their wide portfolio of expressions, including Five Wives, Madam Pattirini Gin, Porter’s Whiskeys and Underground Herbal Spirit, ensures that any customer can find a product that is suitable to their palate at a reasonable price point. A massively popular brand in its own backyard, achieving national recognition in a brutally competitive industry has been a longstanding mission for Ogden’s Own and a primary goal for their PR and Digital Media partnership with GreenRoom.
When the Coronavirus pandemic arrived in full force in March 2020, it proved to be an inflection point for companies spanning nearly every industry, alcohol & spirits included. With Ogden’s Own relying heavily on the local food and beverage community to serve their products at bars and restaurants, the company could have easily halted operations and cut expenses when this revenue stream cratered. Instead, on the wings of its rock-solid leadership and a compassion to do right by everyone possible, Ogden’s Own took matters into its own hands and leaned on GreenRoom to help them achieve something remarkable: a full-scale shift in operations towards supporting their local and regional community to weather the storm and make it through COVID-19.
From Day 1 of this shift in tactics, GreenRoom operated as an extension of Ogden’s Own’s business in its truest form. As the brand’s PR and Digital Media agency partner for nearly a year, GreenRoom had previously focused on building Ogden’s Own’s credibility and awareness in both the local and national spotlight, securing product reviews and features with key media, stewarding community management on social platforms, and developing engaging digital content. However, as soon as the Coronavirus outbreak reached critical levels, Ogden’s Own valued the partnership that GreenRoom had provided them over the months so strongly that the company entrusted the agency to lead a dramatic shift in programming, the deployment of community-oriented tactics specifically designed to provide relief and assistance to those most critically affected by COVID-19.
Immediately, Ogden’s Own provided transparent communication with GreenRoom to aid in supporting the brand’s efforts. Crafting aggressive outreach plans to mirror the monumental shifts in the business and completely reworking an entire month of social content virtually overnight, the agency had to be as nimble as the Ogden’s Own team to remain in lockstep. The strategy was centered around disseminating critical information to keep a community safe rather than any element of self-promotion.
As such, the brand has not only been lauded for its generous actions, but also for its authentic communication and its accessibility to both its local community in-person and its large following on social media, in part due to the efforts of GreenRoom. By providing round-the-clock community management and messaging support, along with asset generation and media relations, GreenRoom ensured that Ogden’s Own had a voice that resonated in both the local and national landscape. Part of these tactics included stepping far outside of the traditional scope of work to make sure phone calls and messages were acknowledged in a timely manner, including direct interfacing with consumers seeking hand sanitizer, as well as inquiries from corporate & government representatives. With all members of the Ogden’s Own team working to fulfill sanitizer orders for the local government, first responders, hospitals and those most at risk, they were overwhelmed by the avalanche of questions and public interest. In response, GreenRoom not only took on the social engagements but also fielded incoming calls that were directed to the brand to ensure customers had the most updated information.