Grant's signs up for another Piers Morgan series

Grant’s whisky is to increase its marketing spend for 2011, with digital activity and social media being backed by a second series sponsorship of ITV’s Piers Morgan’s Life Stories.

There will also be a True Tales campaign to find Britain’s best storyteller, which will be launched through the TV sponsorship and end with a major event at the end of  the summer.

There will also be specific off-trade activity.

Marketing controller James Stocker said the Piers Morgan link-up had been “hugely successful” in 2010.

He added: “We have really reaped the rewards from such high brand visibility during a national primetime TV spot.

“Grant’s continues to set the blended whisky category agenda and we remain focused on further building this reputation in the trade in 2011.”