Jura Single Malt Whisky has revealed a new consumer campaign in the UK to support its new range introduced in 2018, with an emotive 90 second hero film, shot on the Isle of Jura and featuring some of the 212 residents of the tiny island.
Titled ‘Say Hello To Jura’, the through the line campaign is a warm and welcoming invitation to discover all there is to know about island life. Launched in early May, the campaign represents a six-figure investment by owners Whyte & Mackay, who aim to attract 22 million UK Adults to the brand in 2019.
“We know our audience are looking for brands with a real sense of purpose, and that when they hear our brand story they are captivated by the role Jura Distillery plays within its surroundings. Jura, as a tiny island community, produces a malt unlike any other because all 212 islanders have an emotional stake in the distillery and the whiskies produced there,” said Kirsteen Beeston, head of international malts brands at Whyte & Mackay.
Comprising cinema advertising, national broadcast video on demand, out of home advertising and digital advertising; the campaign will deliver nationwide coverage, as well as focused investment on key cities including London, Glasgow, Edinburgh, Leeds, Birmingham and Manchester.
The film will be shown pre-film in over 220 cinemas nationwide and in national broadcast video on demand, in a 20 second un-skippable pre-roll on channels including All4, ITVHub and SkyMedia, both a first for Jura brand.
In the off-trade, an on-pack competition will invite consumers to win a trip to experience island life on Jura. The promotion features on Jura Journey and Jura 10 YO packs throughout the Summer months.
The on-trade will be supported with a new serve, the Jura Sunset, combining Jura 10 Year Old and Aperol, topped up with premium tonic water. POS items will be available to drive rate of sale.
This message will be supported via digital advertising designed to drive awareness for the serve in the on-trade, while the off-trade will be supported with ‘shopable’ ad formats allowing consumers to order everything they need to enjoy a Jura Sunset at home in one easy click.
The campaign will run in two bursts, the first of which commenced on May 3 and runs for 8 weeks. It is followed by a further 4-weeks of activity in September, pre gifting season kick off.