McEwans set for integrated above-the-line campaign
Jygsaw Brands is to launch a new Scottish TV advertising campaign for its ale brand McEwan's next week.
The integrated marketing campaign, named ‘Aye’, is part of a strategy to re-establish the McEwan’s brand within Scottish culture.
It has been created by Clarity and will run across TV, nationwide outdoor posters, trade press and trade activity, aiming to support retailers and the licensed trade.
The TV campaign will launch on 4 October and run across STV, Channel 4 and Channel 5 in Scotland until the end of November.
Outdoor advertising activity will run for a fortnight from 11 October, including 62 large billboards across Glasgow, Edinburgh, Aberdeen, Dundee and Inverness, while a smaller six sheet poster campaign will have national presence across Scotland.
Since Jygsaw took control of the brand, it has looked to reinvigorate McEwan's with a modern look and make the brand identity consistent across the range.
John Edwards, marketing director of Jygsaw Brands, said: “McEwan’s has a rich Scottish heritage and is a brand loved by Scots. We are investing heavily in the new marketing campaign that clearly identifies the brand with its Scottish heartland.
"The ‘Aye!’ campaign will appeal to those who have enjoyed McEwan’s for many years and will also help to attract a new generation of consumers.
"We’re excited to bring a new McEwan’s campaign to television after so many years and feel we have a strong, simple and effective message that will engage the hearts of minds of Scots across the land.”
Graeme Hendry, director at Clarity added: “Being involved with the re-emergence of this great Scottish brand has been wonderful.
"Our fully integrated “Aye!” campaign reaches to the heart of Scottish consumers and reignites the brands relevance in a contemporary, engaging way.”