Maxxium UK has announced that The Famous Grouse will be taking a fresh approach to its Christmas TV campaign in 2014, sponsoring Channel 4 and UKTV’s festive programming in a deal worth over £1.1m.
The advertising campaign kicked off 12 November and will run until to Hogmanay, and will be played out across a number of genres and programming to ensure The Famous Grouse is top of mind in the critical Christmas period.
The Famous Grouse sponsorship takes in channels such as Channel 4, E4, More 4 and nine UKTV channels (excluding Dave) and includes popular programming such as Channel 4’s Liberty of London, River Cottage: Winter’s on its Way (UKTV’s Good Food channel) and the Absolutely Fabulous Christmas Special on Gold.
The campaign inspires consumers that ‘Festive Moments Are Worth Sharing’, and they can mark the occasion with their own personalised label, and for the very first time add a favourite photo absolutely free of charge.
“Personalisation was incredibly popular last Christmas, with staff working around the clock to fulfil orders, and this year consumers have the added opportunity to upload a personal photograph,” said marketing director Peter Sandstrom. “As the UK’s leading whisky, it’s important to us that we take a lead in the category by maintaining our innovative approach, and we’re investing significantly in personalisation to ensure its success.”
This personalisation offering is available on all 1-litre and 70cl bottles of The Famous Grouse (RRP £23.10 and £17.10).
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