Glenfiddich rolls out £2m global ad campaign to push its family roots

By Richard Siddle

Published: 27 June, 2014

Glenfiddich is to spend £2 million on a new global advertising campaign focused on celebrating and promoting its 126 years of family-owned independence.

Glenfiddich Glenfiddich tube campaignGlenfiddich is using high profile Tube advertising to support is Family Run campaign

Glenfiddich is to spend £2 million on a new global advertising campaign focused on celebrating and promoting its 126 years of family-owned independence.

The campaign, which will run under the strapline 'Family Run Since 1887', will include both outdoor advertising in high traffic areas such as the London Underground, national media and targeted online activity.

The "Family Run" theme will also be extended to in-store promotions and gifting for the rest of the year building up to Christmas. Its Glenfiddich website has been revamped to support the above the line campaign and features a Whisky Gift Guide, that has been produced by blogger Alwynne Gwilt, aka Miss Whisky.

Sarah Harding, senior brand manager for Glenfiddich at First Drinks, Sarah Harding, said: "We know from consumer research that family ties imply long term nurture and care, which ultimately results in a ruthlessly premium whisky and a single malt of which we are proud.

"The 'Family Run' creative incorporates emotive headlines and distinctive imagery, reinforcing Glenfiddich's heritage and authenticity. The overarching aim of this campaign is to communicate Glenfiddich as a prestigious whisky with deep-rooted quality, and to capitalise on the positive trend of the demand for single malt whisky outstripping supply. As the world's most awarded Scotch whisky, we know Glenfiddich is well placed to do this."

Further trade plans for both the on and off-trades will be released later in the year.

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