Maxxium UK has unwrapped a £2m festive push for The Famous Grouse - the biggest Christmas campaign for the whisky brand to date.
The campaign, which kicked off this week and runs until the end of the year, comprises two new TV ads celebrating the spirit’s famous icon. In a move away from its traditional festive commercials, which have graced screens for the past 20 years, the grouse now appears in his natural Highland setting.
The campaign had been designed to underpin the brand’s “quality offering”, said marketing controller Johna Penman, adding it was determined to “come out top and win this Christmas”.
“It heroes our much-loved icon who can now be seen enjoying life in his natural habitat whilst retaining his playful sense of humour.”
Other activity includes posters in bus shelters and supermarkets across key cities.