Glenfiddich, the single malt whisky owned by William Grant & Sons,
has chosen a press and online solution over TV, outdoor and radio for
its Christmas and new-year promotional campaign.
Glenfiddich’s agency BMA Communications was asked to create a special
association between the brand and the yuletide celebrations. After
pitches from radio, TV and the press, BMA decided the quality press
would be the ideal medium.
The campaign will launch with a 24-page sponsored supplement in The
Daily Telegraph on 11 December which will be reproduced on the
Electronic Telegraph with links to the Glenfiddich website.
The supplement is designed to have a shelf life that lasts the entire
festive period, acting as a practical guide to surviving the holidays by
offering menus, games and advice on hosting parties. It will also
feature a ’Treasure Hunt of Scotland’ game with prizes of Glenfiddich
Special Reserve whisky. The names of competition entrants will be given
to the client to use as sales leads.
Glenfiddich will also sponsor a millennium quiz in The Sunday Telegraph
with a pounds 5,000 cash prize.
The pitch process, run by BMA’s director Chrissie Evans, was in two
stages and lasted a fortnight. The Telegraph’s strategic planner Mark
Evans first saw off the broadcast argument and then competed against
rival quality newspapers.
Evans said: ’Glenfiddich looked at all media but decided that press was
more flexible and could give more depth to its Christmas message. The
interactive element was also attractive.’
He added: ’We offered a strong combination with our Saturday package and
online exposure. And Glenfiddich knows our readers drink a lot of
whisky.’
In an attempt to widen its market, Glenfiddich has recently run several
advertising campaigns in lads’ magazines. ’However, they have decided to
come back to their heartland for this campaign,’ said Evans.
The supplement and quiz will be supported with house ads in The
Telegraph and 4,000 posters appearing in newsagents nationwide.
