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This activation campaign needed to tell the Grant's story, motivate shoppers to pick up Grant's Family Reserve for reasons besides price, and engage with the brand's story and heritage.
With a history spanning five generations of the same family ownership, Grant’s has lived through all the great historic events of the last 100 years. So offering consumers the chance to claim their own newspaper front page from any day during that history fed into that existing brand equity.
The promotion was supported by PR and outdoor, digital and radio advertising.

“This promotion not only delivers a great brand fit, it also offers huge potential to drive sales,” says Oliver Dickson, Senior Brand Manager at Grant’s. “We need to be highly relevant and compelling when it comes to creative promotions, offering consumers something more than just price discounts.

"Communicating our extensive brand history and engaging consumers at an emotional level is key to forging on-going loyalty in the blended whisky category.”