Join In, Wherever You Are

Jameson, the UK’s no.1 Irish Whiskey[1], 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 significantly investing in generating mass awareness of the brand through a national media campaign, social conversation driven by famous faces including Tinie Tempah, and On-Trade partnerships to help fans to join in at home.

The new and energetic  TV advert captures 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. Further awareness will be driven by 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 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 and raise a glass of Jameson to prove that it #AintJustPatricksDay, it’s everyone’s. 

To further drive trial, Jameson will be supporting the On-Trade through a Deliveroo partnership offering consumers the chance to enjoy the brand’s signature Jameson, ginger ale and lime serve when ordering from some of their favourite restaurants, and hosting online cocktail masterclasses in collaboration with key customers.

Jameson is growing +27.5% in value, twice as fast as Total Whisky (+13.4%), and is leading the growth of the Irish Whiskey category[2]. The brand has also recently been recognised as the top trending and best-selling Irish Whiskey by some of the world’s best bars[3].

Laura Stephen, Brand Director at Pernod Ricard UK, comments: “The world celebrates Irishness each St. Patrick’s Day and this year, Jameson will embrace the community spirit of the occasion by inviting consumers to ‘join in’ wherever they are. Our new campaign will drive brand love by celebrating authentic connections, and we will inspire togetherness by delivering fun and engaging experiences that allow consumers to connect with friends virtually, helping to recruit a new generation of whiskey drinkers and drive preference among existing fans.”

[1] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[2] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[3] Drinks International Annual Brands Report 2021