Whisky brand The Famous Grouse has released the first of a series of digital adverts on Facebook entitled ‘The Well Deserved Grouse’.
Created in collaboration with digital content agency Signal, the agency’s brief focused on elevating the everyday and was developed around the idea of rewarding hikers who brave the elements with a dram of whisky as they reach the summit of their climb. The film is aimed primarily at whisky drinkers aged 40 and over, although this will vary across different territories. Each film will be supported by a range of supporting assets including images, short videos and behind-the-scenes canvas posts.
The agency was originally involved with Edrington-Beam Suntory, working solely on the UK - the lead market for The Famous Grouse. In 2017 Signal also began working with Edrington as their social content agency, creating social assets for all the global markets.
Ross Herdman, global brand manager of The Famous Grouse, said: “We needed a social campaign that would help us surprise and delight our consumers while also promoting and delivering our key message of ‘elevating the everyday’.
"It was important to us that the social campaign idea rewarded moments in our consumers’ everyday life in a quality and premium way, so we were excited when this campaign concept was presented. The concept and storytelling brought real life to the key message and provided us with content that was flexible and had the longevity to tell many stories under the one activation.
"The finished film is a high-quality piece that was really well received throughout the business and by our international market teams. Not only this, we were really pleased to see the results and level of engagement that the film delivered and the wonderful consumer interactions and comments it prompted.”
Part of the Cello group, Signal currently works with a range of clients including Cutty Sark, Nando’s, Baxters, National Galleries of Scotland and the Edinburgh Festival Fringe.