Whisky brand Bell’s has collaborated with pub operator Marston’s to launch a new marketing campaign, as part of an effort to raise funds for veterans’ charity Help for Heroes.
The new Barrel of Laughs campaign will involve comedians and celebrities rolling a barrel of Bell’s whisky through the UK, starting at the company’s distillery in Scotland and finishing at Help for Heroes’ flagship recovery centre in Wiltshire. The charity event will take place between 23 and 30 March.
Supporting the campaign with “a substantial marketing spend”, Bell’s will also host pop-up comedy gigs at Marston’s pubs along the route. In the off-trade, 70cl bottles of Bell’s whisky will feature on-pack promotions and outlets of supermarket chain Tesco will have exclusive point-of-sale and off-shelf displays to support the promotion.
The Scotland-based brand is seeking to extend its partnership with Help for Heroes, having already raised £1m towards the rehabilitation of service personnel.
Lauren Wahlhaus, Brand Manager at Bell’s, comments: “Help for Heroes is such an inspirational charity, and we’re extremely honoured to be working alongside them again this year. We really hope that the activity surrounding the ‘Barrel of Laughs’ campaign will help tap into people’s social consciousness and give them the opportunity to stand for something, as well as helping support those Help for Heroes veterans who live and breathe strength of character. By recruiting famous comedians we’re also focusing on the insight that veterans use humour to get through the tough times.
“We’re also incredibly pleased to be partnering with Marston’s as part of the campaign, whose pubs will be hosting pop-up events across the route and helping us to reach our fundraising target.”
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