Securing Dry January®’s Headline Sponsor 2025
Alcohol Change UK | Dry January®
We worked with Alcohol Change UK to secure Dry January®’s first ever headline sponsor. Dry January® reached over 213,000 registered participants and millions more through national PR and social channels.
The campaign is widely known and respected, particularly among health-conscious, socially aware adults across the UK.
Sponsorship Management
Strategy Development
Sponsorship Sales & Rights
Our approach was to strengthen the campaigns reach, engagement and financial stability. As well as develop a structured, scalable sponsorship model and elevate the campaign’s public impact and participant experience.
Insight showed that brands aligned with wellness, mental health, lifestyle, and financial well-being were increasingly looking for purpose-led campaigns to partner with. This provided the ideal opportunity to reposition Dry January® as a platform for wider lifestyle change, not just alcohol reduction.
“We really enjoy working with Orchard. Their expertise, creativity, professionalism, transparency and collaborative working has fostered excellent results and a great working partnership.”
Strategy
Reviewing and enhancing the existing sponsorship asset register
Identifying new categories of relevance – particularly health, finance, and well-being
Creating a compelling sales narrative focused on behaviour change and brand impact
Developing a tiered sponsorship model, with the introduction of a high-value Headline Sponsor tier
Designing a professional Go-to-Market sales deck aligned with brand and creative standards
Implementation
Conducted an asset audit and developed an enhanced, tiered sponsorship model
Created a refined brand target list with a focus on high-relevance sectors
Worked with internal and client creative teams to produce a sales deck and outreach materials
Led strategic outreach and commercial conversations with brands across health, wellness, tech, and lifestyle
We secured BetterHelp as Dry January®’s first ever Headline Sponsor, we integrated BetterHelp’s services and content into campaign channels, including app content, email newsletters, co branded resources and national PR.
Introducing new commercial value to Alcohol Change UK meant, scalable sponsorship structure, and the BetterHelp partnership enhanced participant support in the area of mental Health.
“Orchard worked quickly to secure a significant headline sponsor, even though we gave them very little lead time to do so. Their efforts, communication, and results were all greatly appreciated.”