Jamaican rum brand Wray & Nephew makes UK ad debut

Jamaican rum brand Wray & Nephew is launching its first ever UK-wide ad campaign as the Campari Group-owned business strives to attract a wider audience for the 200-year-old beverage.

Established in 1825, J. Wray & Nephew claims to be the oldest company in Jamaica and one of the largest exporters in the Caribbean, with its products going to over 60 countries around the world.

“Reach for the Wray” is being led by a major out of home “visual tapestry” push, and has been devised by M&C Saatchi London. It goes live this week, in three cities across the UK, London, Birmingham and Manchester.

As a brand which sits at the heart of Jamaican culture, Wray & Nephew’s new campaign aims to authentically celebrate its community, the unique ways that consumers enjoy its rum, and joyful moments of everyday life – from small gatherings to big celebrations.

The campaign visuals are closely inspired by the storytelling of tapestries, depicting various scenarios that capture key Reach for the Wray moments.

The campaign has been shot by Jamaican-British creative and photographer Karis Beaumont, who is best known for her signature brown tones and emotive style, exploring authenticity and community within her subjects. Beaumont is also the founder of Bumpkin Files, an archive centred around Black life in Britain beyond the London-centric narrative.

The Reach for the Wray ‘visual tapestry’ features several candid moments of familial and communal celebration.

Firstly, Family Gathering highlights the importance of family within Jamaican culture, and how family get-togethers are a moment to celebrate community.

Meanwhile, Black Boy Joy depicts a unified moment of joy among Black men, celebrating individual successes, highlighting that a ‘win’ for one is a ‘win’ for all and Girls GRWM (Get Ready with Me)’, showcases a moment of carefree fun among female friends, representing the true essence and joy of womanhood.

Finally, Romantic Date shows a couple on a date in a romantic setting, capturing an intimate and loving moment and Relaxed Friend Get-together showcases a light-hearted moment among a diverse group of friends, socialising and enjoying themselves.

For the remainder of the year Wray & Nephew will be working closely with local convenience stores across the UK to distribute campaign material, including posters and till advertising screens to further amplify consumer awareness.

Wray & Nephew will also be launching a paid social media campaign on Instagram and Facebook running until July 31.

M&C Saatchi London head of cultural impact and business director Bukola Garry said: “In one lens, we presented the heritage, quality and community that are unique to Wray & Nephew.

“Wray & Nephew has been at the centre of Jamaican and Black British culture for decades, championing and amplifying Black voices, talent, and local communities. Therefore, it was crucial for the creative to be inspired by core truths that exist within the culture and accurately represent the expansiveness of our experiences.”

Karis Beaumont added: “Leading on the creative development and photography for Reach for the Wray has been a full circle moment for me — I’m a British-born Jamaican woman and Wray & Nephew has been in my family for as long as I can remember. My grandmothers would always have a bottle of rum in their cupboards to make Jamaican black cake (also described as rum cake or fruit cake) for special occasions, such as weddings, Christmas and birthdays.

“Reach for the Wray is a coming home to the core of Wray & Nephew’s brand, elevating all of life’s milestones and toasting to the good times. Whether it’s the familiar Caribbean shores of my homeland, Jamaica, or the vibrant streets of Notting Hill at Carnival. Wray & Nephew embodies the proud, bold spirit of the island; representing a deep love for the culture, and respect for the wider community.”