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UK: Grant’s launches “gardening” marketing campaign

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Grant's Scotch whisky is launching a new marketing campaign as part of a major investment programme for the brand.

The campaign, called 'Grant's Garden After Hours', is designed to show the "traditional daytime pursuit in a new light," the distiller said yesterday (12 May).

"A planned approach at key times of the year, upweighted in key regions for the brand, will give consumers the opportunity to experience Grant's in after-hours gardens at home or in the pub and inspire new ways of drinking Grant's whisky," said Harriet Knight.

Running throughout 2008, the campaign will include sampling, neck collar promotions and PR spearheaded by BBC Flying Gardener Chris Beardshaw.

"The campaign is designed to tap into the target market for whiskey drinkers. The age-group and type of consumer that drinks Grant's tends to enjoy gardening as a hobby, so we believe it works well," a spokesperson told just-drinks.

In March the brand announced its intention to invest GBP3.8m (US$7.4m) in the brand in the UK and £35m on a global scale.


Sectors: Spirits

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