Jameson spends the green for St Patrick’s Day
Irish whiskey brand Jameson has invested ‘multi-million pounds’ into its ‘Must Be A Jameson’ campaign, with a TV partnership planned for St Patrick’s Day.
The TV campaign will be live between 24 February and 14 April, in the weeks surrounding Ireland’s national day (17 March). It will feature on live Sky Sports broadcasts, as well as on video on demand from ITV, Channel 4, Prime Video, and YouTube.
The focus on Sky Sports continues the brand’s backing of sporting events, such as through its partnership with the English Football League (EFL).
Jameson’s Bus, Orla Board, will also make an appearance at the Carabao Cup final on 16 March, greeting more than 80,000 Liverpool and Newcastle United fans at Wembley Stadium. The bus will serve Jameson, ginger and lime serves and give out merch, as well as encouraging water consumption as part of parent company Pernod Ricard’s Drink More Water campaign.
For the St Patrick’s Day weekend Jameson will also offer sampling at nearly 2,000 UK venues, including Greene King, Young’s and Michells & Butlers.
The whiskey brand has also partnered with Yard Sale Pizza and food influencer What Willy Cook to create a limited edition pizza that ‘celebrates Irish culture with a cheeky twist’.
Inspired by Irish takeaway favourite the Spice Bag, the pizza is a blend of Chinese and Irish flavours, featuring chicken tenders, chips, peppers and onions, all seasoned in a Chinese salt and chilli pepper mix.
The pizza will be available at all of Yard Sale’s 14 London stores from 26 February to 25 March, alongside a ‘chippy curry’ mayo dip for crust dunking.
Josh McCarthy, brand director for Pernod Ricard UK, said: “We’re going to paint the whole month green, not just St Patrick’s Day weekend.
“The past 18 months have seen us gain so much momentum thanks to the hard work of our teams. We’ll be toasting all that’s great about Jameson with fans of our whiskey, our partners and some of our favourite creators.
“We’ve got a Yard Sale Pizza collab for the food lovers, our Jameson bus at Wembley for the League Cup final with the EFL, and Jameson, ginger and lime samples to share with consumers across the country – you’re not going to miss us this March. Sláinte!”
The ‘Must Be A Jameson’ campaign has previously featured an advert with actors Cillian Murphy and Aaron Taylor-Johnson.
Earlier this month, Jameson added Triple Triple Chestnut Edition to its range.
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