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Bray Leino

Core disciplines: Advertising/Creative, Digital, Integrated marketing, Media planning & buying

Grant's Whisky: Family history in every bottle

How did we help Grant's stand-out among competitors with deeper pockets?

By leveraging the brand's greatest asset.

 

The Challenge

Reverse brand volume decline in a price promotion driven market.

Secure shelf-space, in store presence and full-price sales.

Bring the brand’s heritage as the oldest family-owned blended whisky to life.

 

Our Approach

Deliver a unique partnership and equity-building on-pack sales promotion.

Drive purchase with a reward-every-time mechanic and partner with FindMyPast, the family history research service.

  • Offer the trade an impressive £5.2m prize pool
  • Offer consumers a no brainer value equation: A £13 bottle of whisky with added value £10 voucher for FindMyPast
  • Build on Grant’s five generations family story by empowering people to research their family tree online

 

Commercial Success

  • 10,000 consumers participated.
  • 11,996 on pack codes redeemed.
  • 2.3% redemption rate vs norm of 1-1.5%

Over the 8 week sales period we arrested Grant’s decline and delivered +11.8% value sales growth.

The FindMyPast project won two Gold Awards won from the Institute of Promotional Marketing: "Best alcoholic drinks promotion", and "Best commercial partnership".

 

In a category dominated by deepcut price activity we wanted to offer our consumers something of value, beyond that of money off their next purchase. Bray Leino helped us deliver the very weighty task of, driving frequency of purchase amongst core drinkers, whilst communicating the unique Grant’s family story. This integrated promotion proved that an on pack can deliver more than a fleeting transactional experience and instead something of real value.
Oliver Dickson, Senior Brand Manager

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