Greenall’s Original London Dry Gin is to sponsor ITV1 programme ‘The Adventurer’s Guide to Britain’.
The campaign will include idents and six-sheet posters, celebrating 250 years of ‘Great British Spirit’ featuring the Greenall’s Bottle alongside gin and tonic and the UK landscape.
The visuals aim to showcase the brand’s new livery within a stylised British landscape, with the six-sheet posters set to run across 425 locations.
Christian Rose, CEO of parent company G & J Greenall Group Limited said; “After careful consideration, the ‘The Adventurer’s Guide to Britain’ stood out to us as a new TV show that we believe conjures up a real curiosity and celebration of Great British culture – values that Greenall’s share.
“We wanted to develop idents for the TV campaign that represented these values in a way that captured the viewers’ imaginations and got them thinking about the Great British connection and taste of Greenall’s Original London Dry Gin.”
The sponsorship will form part of the through-the-line marketing strategy for the brand which will target core gin drinkers interested in brands with a strong British heritage.
Rose continued: “This is the first time the Greenall’s brand will be on TV and marks the next phase in an exciting year of 250th anniversary celebrations. Following the management buy-out earlier this year, we took a strategic business decision to focus on strengthening our branded portfolio - which includes Greenall’s Gin, Bloom and Berkeley Square – and this demonstrates our commitment to that end.”
Ryan Gardiner, sponsorship sales manager for ITV, added: "We are thrilled that Greenall's have chosen this exciting new show on ITV1 to support the marketing of their newly refreshed brand. There is great synergy between the expected audience of the show and the Greenall’s customer, making this a perfect partnership."