Grant’s Whisky, the world’s oldest family-owned blend, has launched an on-pack promotion in association with genealogy website www.findmypast.co.uk, giving consumers the opportunity to research their own family history, as well as learning about the Grant’s story.
The campaign is claimed to complement Grant’s global marketing vision and recognises the contribution the whisky brand has made to the art of storytelling through its Grant’s True Tales events.
Bray Leino, which is the only UK communications agency to be accredited by the International Centre for Families in Business (ICFIB) created the campaign concept, point of sale materials and trade marketing collateral. It also managed the campaign support through print channels.
The promotion, which launched on 20 August 2012 throughout the UK, will run across 528,000 70cl and 1-litre Family Reserve bottles. It will offer an instant free reward of a £10 voucher to redeem atfindmypast.co.uk via a unique alpha numeric code. Customers will then receive an email directing them to a dedicated website at www.findmypast.co.uk/grants
Oliver Dickson, Grant’s senior brand manager, said: “The Grant’s brand is steeped in family history and tradition. We wanted to create a campaign which not only communicated the Grant’s legacy, but which actively engaged our customers to seek out their own family stories.”
Kate Cox, managing director of Bray Leino’s creative agency, said: “As an agency with a specialist family business offer, we were thrilled to receive this brief from Grant’s. Their reputation for quality has been built over five generations and our team have worked hard to put the essence of their heritage and tradition at the core of this campaign.”