Whyte & Mackay launches ‘Say Hello to Jura’ campaignBy Melita Kiely
Single malt Scotch whisky Jura has unveiled a new six-figure campaign in the UK to support the brand’s recent relaunch.
The Whyte & Mackay-owned Scotch brand is targeting 22 million UK adults with the Say Hello to Jura campaign, which went live on 6 May.
The campaign comprises cinema advertising, national broadcast video on demand, out-of-home advertising and digital advertising, which will be showcased nationwide. Targeted investment will also be channelled into “key” cities, such as London, Glasgow, Edinburgh, Leeds, Birmingham and Manchester.
At the forefront of the campaign – and a first for Jura – is a 90-second film that features some of the 212 residents on the island of Jura. The characters depict some of the “unique quirks” that come with living on the island.
The video will be shown before films in more than 220 cinemas across the UK, including Everyman Cinemas, Curzon and Picture House. It is expected to reach around 150,000 cinema-goers, and will be targeted at over 18s.
Furthermore, a 20-second version of the video, which cannot be skipped, will feature on national broadcast video on demand channels, such as All 4, ITV Hub and Sky Media.
Kirsteen Beeston, head of international malt brands at Whyte & Mackay, said: “We know our audience are looking for brands with a real sense of purpose and that when they hear our brand story they are captivated by the role Jura Distillery plays within its surroundings.
“Jura, as a tiny island community, produces a malt unlike any other because all 212 islanders have an emotional stake in the distillery and the whiskies produced there.
“2018 was a momentous year for Jura having re-launched the brand and two new ranges globally. 2019 is set to be just as significant with the reveal of the new global campaign ‘Say Hello to Jura’.”
The Jura campaign will also run across the brand’s social media channels. Click the video below to watch the ‘Say Hello to Jura’ advert.