Tue, 03 Jun 2014 11:21:05 GMT
Leagas Delaney is using Father’s Day in the United Kingdom to roll out a global brand campaign for Glenfiddich. The campaign focuses on the brand’s unique character with the line ‘Family Run Since 1887’.
Glenfiddich resonates as a modern premium spirit thanks to its independence and heritage, which is a rarity in a market where corporate drink giants own the majority of big brands. The same family has run Glenfiddich since William Grant established it in 1887 - with the help of his sons and daughters, Grant hand built the distillery in Dufftown, where it still remains. The company is now run by the fifth generation of the family.
Extensive research undertaken prior to the campaign’s development revealed consumers across continents find Glenfiddich’s family-run approach motivating, and in many cases, surprising. Drinkers view and value the brand as more authentic, crafted, and unique.
As a global creative and strategic agency for Glenfiddich, Leagas Delaney has worked with a close-knit partnership of agencies to bring the new campaign to life, including Gravity Thinking, Porter Novelli, Purple Creative and Mars London. UK media has been planned and bought by Village Communications.
Leagas Delaney Managing Director James Hayhurst said of the agency’s role in the campaign: “We are confident that the new ‘Family Run’ campaign sets a very strong global platform for Glenfiddich; it’s based on a simple, compelling truth that will contribute to the ongoing premiumisation of the brand.”
Sarah Macaulay, Glenfiddich Marketing Manager at William Grant & Sons, added: “This is the start of an exciting new journey for Glenfiddich. Leagas Delaney has worked collaboratively with our global team, and also led our inter-agency partners, to deliver a really robust and long-term brand idea that goes to the heart of what our consumers value most about us.”
The art direction of the campaign pays homage to Glenfiddich’s premium qualities with the product at the heart of it. Photographer Kenji Aoki created a stylised bottle shot as the key visual, and the headlines use the same bespoke typeface as the famous logo on the label.
Alongside outdoor executions and a national press campaign, the ‘Family Run’ idea will also integrate across all Glenfiddich’s digital, social, and relationship marketing communications, and will be articulated by its brand ambassadors worldwide.
Copywriter: Adam Arber
Art Director: Chris Felstead, Warren Eakins
Creative Directors: Nigel Roberts, Tim Delaney
Photographer: Kenji Aoki
Agency Producers: Amanda Poulter, Nikki Francis
Account Team: David Clyde, Sarita Parekh
Strategist: Steve Mustarde
Clients: Sarah Macaulay (Marketing Manager), Katie Rawll (Global Brand Director)view more - Creative
Categories: Spirits, Alcoholic BeveragesLeagas Delaney, Tue, 03 Jun 2014 11:21:05 GMT