The campaign will reflect Goodmans’ new brand identity, which aims to showcase its British heritage. The event, which will take place this month, will aim to connect the brand with a new younger target audience.
Through collaborations with carefully chosen creative partners, Goodmans will host a series of live events, as well as influencer engagement programmes and content creation. Details of the partnerships will be unveiled over the coming months.
Christian Corney, commercial director at Goodmans, said: "We are excited about the collaboration with Radiator. They understood our brand from the outset and we are looking forward to working with them on a series of creative projects which will both chime with our values and challenge preconceptions.
"Our aim is to export this new brand identity internationally, and with Radiator’s strong history and experience in youth culture and marketing, they are ideally placed to deliver the brief."
Lorna Milliken, co-founder of Radiator, said: "We are really delighted to be working with such an iconic British brand and using our network of influencers to enhance the positioning of Goodmans with a younger and international consumer."
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