TV chef James Martin and Drambuie collaborate for omni-channel partnership

FacebooktwitterredditpinterestlinkedinmailFacebooktwitterredditpinterestlinkedinmail

Drambuie, the Scottish honeyed whisky liqueur, is set to air its most recent television advert this autumn as part of an exclusive partnership with best-loved TV chef James Martin and his ITV programme, James Martin’s Saturday Morning, showcasing Drambuie’s versatility and relevance for the growing at-home entertaining occasion. 

The brand partnership, which is the first of its kind for both Drambuie and ITV, will kick off with a TV ad airing during the popular programme, as well as within the ITV peak autumn schedule. The ad features James preparing and serving the delicious Drambuie Iced Espresso cocktails, after hosting friends and family for dinner.   

The activity reflects a significant increase in investment in Drambuie, and the omni-channel partnership will include a radio ad featuring James, as well as a social and PR campaign including competitions and exclusive recipes created by James and featuring Drambuie as a key ingredient. 

The partnership will begin on Saturday 16th October 2021, running for six weeks.  

James Martin comments: “I’ve enjoyed Drambuie as a delicious liqueur and used it as an ingredient in my recipes throughout my career as a chef.  It’s wonderful to be working with Drambuie on this first partnership together with ‘ITV’s Saturday Morning’. 

“My Saturday Morning audience is absolutely passionate about cooking and hosting at home and Drambuie is the perfect drink to serve family and friends at the end of a meal, as a perfect partner to desserts, cheese and coffee.” 

Drambuie’s Fiona Fishtal said: “We are delighted to be working with one of the UK’s most popular chefs. We hope that James will inspire hosts who enjoy entertaining their friends and family to serve Drambuie Iced Espresso as a simple cocktail at this growing drinks occasion.” 

Bhavit Chandrani, ITV director digital & creative partnerships, adds: “It’s fantastic to be working with Drambuie and to bring that partnership to life with bespoke adverts and recipes. It’s a great example of showcasing how TV can help to extend a brand’s reach on and off screen.” 

The Drambuie James Martin recipes will be available on Drambuie’s and the ITV show’s website and social media channels: https://www.jamesmartinchef.co.uk/collections/james-martins-saturday-morning/ 

The Drambuie Iced Espressois the perfect after dinner drink to extend the enjoyment of dinner get-togethers with family and friends.