Jameson launches multi-million-pound drive to mark St Patrick’s Day

The UK’s best-selling Irish whiskey brand, Jameson, has launched a multi-million pound campaign for St Patrick’s Day (17 March).

The six-digit investment is designed to generate mass awareness of the brand, and involves both on- and off- trade activity, experiential and PR, supported by TV, cinema, BVOD and social media. It will be fronted by Irish writer, comedian and BAFTA award winner Aisling Bea in a 30-second ad that highlights ”the witty awkward social situations where people just click”.

As part of the six-week Widen the Circle campaign that launched on 23 February, Jameson will be partnering with key customers in the on-trade to offer consumers the chance to claim one of 20,000 Jameson, Ginger Ale & Lime or Jameson Orange & Lemonade serves on the house. The digitally focused activity hopes to drive footfall back into venues, and it is providing point-of-sale kits including branded bunting, tent cards and coasters for participating venues.

Other activity from the Irish whiskey brand includes a partnership with the London Eye with a Jameson Pub Pod takeover, allowing up to 12 guests two free Jameson serves during their ride. The brand will also be hosting a week-long Jameson Open House Party at The Bike Shed in Hackney, east London, from 11-19 March, featuring bands and DJs performing, along with comedy sessions, a foosball club in the games room, and Jameson Black Barrel Old Fashioned masterclasses. Tickets cost £15 and include two drinks and a masterclass.

Leanne Banks, marketing director at Pernod Ricard UK, said that consumers expected to see and hear from Jameson during annual St Patrick’s Day celebrations. “The brand has a rich heritage of bringing people together for shared moments of true connection and its smooth taste has always invited more people into our circle. We want to encourage conumers to spark conversation over a glass of Jameson,” she said.