Grant's in Piers Morgan TV deal

30 September, 2010

Grantís whisky is to sponsor the ITV show Piers Morgan Life Stories.

The deal marks the return of the brand to TV for the first time in 15 years.

It starts with the first episode of the new series on Saturday and includes a one-off special, when Piers Met Lord Sugar.

Five-, 10- and 15-second break bumpers will appear during the programme.

James Stocker, marketing controller for dark spirits at First Drinks, said: ďAs a major player in the whisky category, we really wanted to invest heavily in Grantís this year.

ďThe ITV deal with will demonstrate our commitment to Grantís whisky and will really end the year on a high for the brand.

ďThe sponsorship will enable us to reach a massive audience, including a very high proportion of Grantís core target consumers and the Life Stories theme fits perfectly with the brands own rich heritage and story of its success to date.Ē

There will be online ads to publicise the sponsorship and shelf-barkers in the take-home trade.

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