The ads are appearing on the London Underground network

The ads are appearing on the London Underground network

William Grant & Sons is spending GBP2m (US$3.4m) on the UK element of a global marketing campaign for its Glenfiddich Scotch whisky brand. 

The 'Family Run Since 1887' initiative – which first launched in the US last September - includes outdoor ads, PR and “targeted” online activity in the UK.  The outdoor ads have gone live on billboards at London Underground stations and will feature across national newspapers such as The Independent for the rest of the year, the company said. 

“The overarching aim of this campaign is to communicate Glenfiddich as a prestigious whisky with deep-rooted quality, and to capitalise on the positive trend of the demand for single malt whisky outstripping supply,” said Sarah Harding, senior brand manager for Glenfiddich at UK distributor First Drinks.  

The campaign is also expected to roll out to Canada, Russia, Australia, Taiwan, Germany, Brazil and South Africa, a company spokesperson said. 

Earlier this month, William Grant & Sons unveiled a GBP1m (US$1.7m) UK marketing campaign for its Grant's Scotch whisky brand.