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Grant’s recruits football legends for campaign
William Grant & Sons has launched a £1 million marketing campaign for its Grant’s blended Scotch whisky brand featuring a number of football legends.
Grant’s blended Scotch whisky has launched a new campaign starring a number of football legends, including Sir Geoff Hurst (centre)
The sports-themed campaign, called Stand Together, features former England international footballer Sir Geoff Hurst, former international England goalkeeper Gordon Banks, and former Scottish footballer Archie Gemmill.
Through a number of online videos new YouTube channel, these retired sports stars will share their experiences with the younger generation.
William Grant claims this new campaign has been developed to reflect the brand’s five generation family heritage by recognising the “sharing of achievement” with the football icons.
“The sports platform is an ideal way for us to engage with our target drinkers and drive new consumers to the category,” said Oliver Dickson, senior brand Manager for Grant’s at UK distributor First Drinks.
“The first phase of the Stand Together campaign has been designed to capture the attention of the consumer before we activate the second wave of activity in the trade.”
As part of the print and digital campaign, Grant’s will be working with and investing in regional grass roots sports clubs.
The brand has also launched a partnership with The Daily Telegraph called the ‘Sporting Inspiration Series’ where celebrity writers, including former cricketer Mark Ramprakash and athlete Colin Jackson document their own achievements and pay tribute to those who inspired them along the way.