Zig Zag

Our task

For Zig-Zag Rolling Papers to provide a credible alternative to the category leader to roll your own smokers aged 25 – 34.

Our approach

Using the insight that music, gigs and attending events are a key passion point of the target audience, we created a campaign which looked to drive alignment of the brand with music to increase Zig-Zag’s visibility.


We partnered with NME to create a series of events over the Summer which brought together music and film (two of NME’s core content pillars). These events were promoted across NME and partner sites to drive interaction and to encourage people to attend the events.


1.6 million unique users reached through the digital campaign Users exposed to the campaign showed a 160% uplift in brand positivity