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The Balvenie’s Raw Craft with Anthony Bourdain announces its third season, celebrating a new group of America’s most talented craftspeople. Handpicked by Bourdain, these craftspeople come from a wide variety of backgrounds and disciplines. To promote the season, The Balvenie has made its first-ever national US television campaign with a 30-second spot.

“In today’s society, we’re often all-consumed with the immediate and the now. Meeting craftspeople who have dedicated their lives to perfecting their craft, taking the time to truly make something unique and memorable, has been remarkable and something I’m privileged to share with viewers worldwide,” said Bourdain of the series.

The 30-second Raw Craft spot will air in all eight premiere episodes for the new season this fall, reaching an audience of 10 million + viewers.

In addition to national TV exposure, Raw Craft is also supported through a robust digital and social media campaign including promotion for trailers and full-length episodes across Facebook, Instagram and YouTube.


Client: The Balvenie US

Agency: Red Tettemer O’Connel + Partners (RTO+P)