UK: Grant's gets 'gardening on the radio' push
William Grant & Sons has lined up a radio campaign for its Grants Scotch whisky brand in its home market.
The independent distiller, which last month agreed a new marketing and distribution deal for Europe with Rémy Cointreau, said today (29 October) that the radio push in Scotland forms part of a GBP3.8m (US$6.2m) investment for Grant's in the UK.
The pre-Christmas radio campaign will be rolled out across seven Scottish regions in October and November, targeting the brand's core audience of 45-year-olds and older. Consumers will be offered the chance to win a garden makeover in the ads.
The promotion, which will direct listeners to the Grant's website, ties in with the company's 'Garden After Hours' campaign, which launched earlier this year.
"Scotland is an important market for us," said Grant's brand manager, Harriet Knight. "This additional investment in the brand allows us to reinforce our quality credentials, whilst using Garden After Hours as an ideal platform to communicate our brand credentials at this key seasonal sales period."
Radio stations involved in the campaign include Clyde 1 FM, Forth One, Moray Firth Radio, North Sound One, Radio Borders, Tay FM and West Sound.
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