Jameson is set to front a series of activations in the UK in the run-up to the St Patrick’s Day weekend in mid-March.
The UK division of owner Pernod Ricard has released details of a nationwide push, which includes a TV advert that will run from 24 February through to 14 April. The spot will run across the Sky Sports channels ahead of the English Football League’s (EFL) Carabao Cup Final in London on 16 March, as well as across ITV, Channel 4 and Prime Video’s streaming platforms.
Jameson is an ‘official partner’ of the EFL through a four-season arrangement that runs until the end of the 2026/27 season.
On the experiential side, the UK unit will run an on-premise sampling campaign for Jameson at “nearly 2,000 venues ” over the same weekend as the soccer match, just before St Patrick’s Day on 17 March.
At the same time, a tie-up with London-based pizza chain Yard Sale from 26 February to 25 March will offer diners the ‘Jameson Spice Bag Special’ pizza, inspired by “a fusion of Chinese and Irish flavours, which quickly gained a cult following and has become a signature dish in Ireland since”.
In group results from the six months to the end of December, reported two weeks ago, Jameson posted flat year-on-year sales on a 3% lift in volumes.
