Glenfiddich marks independence with marketing campaignBy Becky Paskin
Glenfiddich is marking 126 years of family-run independence with a new £2 million global advertising campaign, designed to “capitalise on the trend of demand for single malt whisky outstripping supply”.
The Family Run Since 1887 campaign incorporates major outdoor advertising, including promotions in the London Underground, as well as PR and targeted digital activity.
All aspects of the campaign will work to communicate the single malt Scotch whisky brand’s family-run credentials, having been owned by the William Grant family since 1887.
Sarah Harding, senior brand manager for Glenfiddich at UK distributor First Drinks, said: “Family Run Since 1887 makes perfect sense because it’s a simple but powerful truth which has the longevity and the flexibility to be at the heart of our brand communications for years to come.
“We know from consumer research that family ties imply long term nurture and care, which ultimately results in a ruthlessly premium whisky and a single malt of which we are proud.
“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. As the world’s most awarded Scotch whisky, we know Glenfiddich is well placed to do this.”
First Drinks has developed a range of gifting options incorporating the message, which will be available at key gifting periods.
Whisky blogger Alwynne Gwilt, also known as Miss Whisky, has curated a gift guide for the brand’s website.
Future plans for the campaign will be released later in the year.