Drambuie, the Scottish honeyed whisky liqueur, has announces an exclusive partnership with TV chef James Martin and his ITV programme, James Martin’s Saturday Morning.
The brand partnership, which is the first of its kind for both Drambuie and ITV, reflects a significant increase in investment in Drambuie by brand owner William Grant & Sons.
The campaign will kick off with a TV ad airing during the popular programme, as well as within the ITV peak autumn schedule. The ad features James preparing and serving the delicious Drambuie Iced Espresso cocktails, after hosting friends and family for dinner.
The partnership will begin on 16 October, running for six weeks. The omni-channel partnership will include a radio ad featuring Martin, as well as a social and PR campaign including competitions and exclusive recipes created by Martin, featuring Drambuie as a key ingredient.
“I’ve enjoyed Drambuie as a delicious liqueur and used it as an ingredient in my recipes throughout my career as a chef. It’s wonderful to be working with Drambuie on this first partnership together with ‘ITV’s Saturday Morning’,” Martin commented.
Drambuie’s Fiona Fishtal said: “We are delighted to be working with one of the UK’s most popular chefs. We hope that James will inspire hosts who enjoy entertaining their friends and family to serve Drambuie Iced Espresso as a simple cocktail at this growing drinks occasion.”