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Our Activation specialists have been at it again, devising a brand partnership with Historic Newspapers and an on-pack promotion that will give Grant’s the opportunity to stand out on shelf, while building and supporting the brand’s equity at the point of purchase.
This year, every promotional bottle offers consumers the option to claim either a free collectable newspaper front page reprint from any day in history, all the way back to 1903; or they have the option to claim £20 off of the cost of a full original, complete newspaper.
A number of key trade partners have also been lucky enough to receive a special commemorative promotional launch box [pictured].
We’ve worked with Grant’s since 2012. Last year we delivered an award-winning integrated on pack campaign, maximising a relatively tight budget and driving sales through a brand partnership with findmypast.co.uk.
Grant’s, whose main consumer base comprises men aged 45+, operates in a highly competitive market, where large, multinational brands with deeper pockets are able to play to a lack of brand loyalty and the effectiveness of aggressive price promotion.
Our activity needed to tell the Grant's story, motivate shoppers to pick up Grant's Family Reserve for reasons besides price and engage with the brand's story and heritage.
With a history spanning five generations of the same family ownership, Grant’s has lived through all the great historic events of the last 100 years. So offering consumers the chance to commemorate the day that holds particular relevance to them resonates particularly well with the brand and everything it stands for.
The new promotion will run on bottles of Grant’s Family reserve, both one litre and 75CL, from now until the end of November this year. The promotion will be supported by PR and outdoor, digital and radio advertising.
“This promotion not only delivers a great brand fit, it also offers huge potential to drive sales,” says Oliver Dickson, Senior Brand Manager at Grant’s. “We need to be highly relevant and compelling when it comes to creative promotions, offering consumers something more than just price discounts.
"Communicating our extensive brand history and engaging consumers at an emotional level is key to forging on-going loyalty in the blended whisky category.”
“Over the last 12 months, our work with Grant’s has delivered some cracking returns, from both a brand building and sales perspective,” says our Agency CEO Kate Cox. “Using a single minded creative idea, activated via an on pack brand partnership we've successfully amplified the brand’s unique heritage.
"This year’s campaign builds on the 2012 award winning 'ancestry' activity - and the campaign is set to produce a another great performance for the brand.”