Laithwaite's wanted a low-cost earned media idea to drive conversation about the quality of its new range of English wines.

There had been a huge amount of media interest in the award winning sparkling wines from Sussex and Kent, beating the French at their own game. It’s a success made largely possible thanks to climate change over the past 30 or 40 years in the South East of England.

With climate change a reality, how could this change the fortunes of other parts of the UK in the future? What other grapes varieties could be grown and where? That was the question I asked world-renowned climate expert Professor Mark Maslin.

Mark and his team created a model to predict the changing conditions and the results were, quite frankly, astonishing and good news even for Scotland.

In fact, in a perfect media story for post-Brexit anxiety it revealed that Britain could become self-sufficient in the likes of Chardonnay, Sauvignon Blanc and even the hard to cultivate Malbec grape in a few generations.

The findings resulted in a clean sweep of national coverage - including the front page of the Financial Times - plus international coverage with features in the likes the Wall Street Journal, Time and Vice.

Drinks Business awarded Chateau Peckham as Wine Marketing Campaign of the Year (the second year in a row my work for Laithhwaite's had won the award, thanks to the Edible Insect Wine Pairing Guide), and it also won the CIPR Award for Best Low Budget Campaign.