Grant’s Whisky has announced the launch of a major new on-pack promotion. The campaign will kick start with a new-look pack hitting shelves in late August. The premium, bespoke and highly visible bottle will showcase the Grant’s family tree with every pack purchased offering the consumer a £10 voucher to family history website, findmypast.co.uk. A total promotional pool of £5million pounds is being offered by the number three blended whisky brand.
The integrated campaign will include in-store barkers, dedicated gondola ends, as well as trade engagement, social media, PR and press advertising. In addition, to maximise awareness of the findmypast.co.uk partnership, a two month national radio campaign will run across Smooth FM and supporting banner activity will run across ITV.com.
The on-pack promotion will also be supported by a new dedicated microsite featuring the Grant’s family blend timeline, on the Grant’s Whisky website – www.grantswhisky.co.uk.
The blended Scotch whisky category remains in growth and is worth £806m, up 4%. It accounts for 71% of all whiskey sales. Grant’s is also in growth year on year, up 4%.