The Famous Grouse will feature in two separate television adverts this festive season, a campaign which marks the biggest investment ever for the brand at this time of year.

The whisky brand’s distributor, Maxxium UK, has announced a £2m investment will back the brand in the run up to Christmas. The campaign includes two new television adverts celebrating the brand’s famous icon; the ads are expected to reach more than 40 million adults.

In contrast to traditional Grouse adverts, the grouse itself will now appear in his natural Highland setting. The new adverts will also communicate ‘perfectly balanced’ and ‘smooth’, which are two key characteristics of The Famous Grouse.

The first of the ‘Perfectly Balanced’ adverts kicked off the campaign, while ‘Smooth’ will appear for the first time this month.

Johna Penman, marketing controller, said: “Christmas is always a key season for The Famous Grouse but this year will be even bigger and better. We’ve invested a significant amount in this festive season and it’ll be the first time we’ve run two new adverts for The Famous Grouse in rotation.

“The new campaign heroes our much loved icon who can now be seen enjoying life in his natural habitat whilst retaining his playful sense of humour.”

The campaign will also feature in 3,000 bus shelters and 400 supermarkets across key cities.

Penman continued: “By underpinning our quality offering and heroing our iconic Grouse, we are determined to come out on top and win this Christmas. We’re confident this new campaign will deliver.”