DRAMBUIE – INSPIRING CONSUMERS WITH BEAUTIFUL RECIPES

Positioning the honeyed whisky liqueur Drambuie, as the drink of choice to for the “fifth course”.​

Key messages including when and how to drink Drambuie and its distinctive flavours, were central to the campaign, as well as inspiring its 50+ audience with recipes to entertain friends and family for at home dinner occasions.

To educate consumers on Drambuie’s versatility, flavours and place at the dinner table, we worked with a talented recipe developer and photographer to produce many different recipes that were tailored to a certain time of year to appeal to media.

This included Burns Night, Christmas, Spring and Summer and the late Queen’s Platinum Jubilee. All recipes were either desserts or included in drinks to enjoy post-dessert, with Drambuie as an ingredient.

We conducted extensive media outreach to secure coverage in nationals and lifestyle media, showcasing Drambuie’s Scottish heritage and flavours and inspiring readers to include Drambuie in gatherings with their loved ones.

• 191 pieces of recipe coverage generated over two years.​
• Total reach over 310 million generated over two years.​
• Stand out coverage includes LoveFOOD, Hello! Magazine, MyWeekly Magazine, dozens of Reach plc regional newspapers and Homestyle Magazine.