Jameson, the Irish Whiskey, is inviting everyone to “Join In, Wherever You Are” this St. Patrick’s Day as part of a month-long integrated campaign. Running throughout March, Jameson will be investing significantly in generating mass awareness of the brand through a national media campaign, social conversation driven by famous faces including Tinie Tempah, and a series of virtual food and cocktail experiences to help fans to join in at home.
The campaign aims at capturing the essence of modern sociability, reflecting the three things needed to come together – the right people, a moment to share, and a glass to raise. The 30-second hero TV advert will reach over 81 per cent of ABC1 25-44 year olds in the UK, rolling out on channels including C4, ITV and Sky, as well as via Video on Demand. Further mass awareness will be driven by bespoke social assets and a competition offering one Jameson fan and three friends the opportunity to win a once-in-a-lifetime experience anywhere in the world for St. Patrick’s Day 2022.
The campaign will also be supported by PR and influencer activity which will see Jameson drive share of conversation online. Uniting for this year’s St. Patrick’s Day celebrations are a host of famous “Pats”, including Paddy McGuinness and Tinie Tempah (real name: Patrick Okogwu), as well as non-Pats such as TV presenter AJ Odudu. Together, they will be encouraging consumers to “join in” on social media.
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