isky giant, Grant’s has unveiled its new £1m marketing campaign for 2014, Stand Together.The sports themed campaign has been developed to mark the sharing of achievement, reflecting the brand’s five generations of shared family ownership.
The number three blended whisky brand has partnered with sporting legends Sir Geoff Hurst, Gordon Banks and Archie Gemmil to share their experiences and insight with the younger generation through a collection of online videos, hosted on a new YouTube channel.
Grant’s will also be working with and investing in regional grass roots sports clubs to encourage continued achievement for the next generation.
The campaign will integrate print and digital media supported by PR and partnerships with national newspapers to maximise brand visibility and engagement.
In-store and on-pack activity will also be rolled out later in the year.
Grant’s has also launched a partnership with The Daily Telegraph called the ‘Sporting Inspiration Series’ where celebrity writers, including former cricketer Mark Ramprakash and athlete Colin Jackson document their own achievements and pay tribute to those who inspired them along the way.
The package is supported with advertorials, digital advertising and competitions which will run from May through to December.
Senior Brand Manager for Grant’s at First Drinks, Oliver Dickson said:
“Grant’s is an authentic brand with five generations of history and achievements behind it, all of which have been passed on through the family.
“This has inspired the Stand Together campaign, which mirrors the William Grant & Sons family values.
“The sports platform is an ideal way for us to engage with our target drinkers and drive new consumers to the category.
“The first phase of the Stand Together campaign has been designed to capture the attention of the consumer before we activate the second wave of activity in the trade.
“We are committed to building Grant’s whisky and this is reflected in the brand’s performance which is growing ahead of the category, up an impressive 23% year on year¹.”
